The user experience of the DSGI group’s websites still follows the design principles developed by Seren.  DSGI wanted to create the ultimate experience for shopping at any of the online stores, while still maintaining a common code base and functionality. Seren ensured consistency of experience across DSGI’s four ecommerce websites. This 2.5 year project resulted in an overhaul of DSGI’s customer flows and information architecture, impacting core functional components such as: search, delivery options, product insurance, online credit, merchandise relationships, collect @ store, shopping basket and checkout.  Seren collaborated with internal stakeholders throughout the project.