LVMH - STELLA by Stella McCartney
As the lead product designer I was tasked with the full end-to-end user experience for the entire website.
The project looked at showcasing a brand new luxury skincare range; elevating its online presence via education, community and shoppable products. Unlike a standard e-com website the content was an important part of the storytelling to educate users about what this range has to offer; so finding perfect harmony was an important objective. The other key objective was to emphasise the refillable aspect of the product; this is a core pillar of the sustainably conscious approach to buying luxury skincare.
Design systems
This is an area I take a keen interest in. I established the foundation for a strong design system that could be updated and added to as the project progressed; this was essential to an efficient workflow. I worked with the creative agency and key stakeholders to translate the initial design concepts into usable assets and components. Factoring in best practices and accessibility guidelines I reflected the brand’s offline look and feel in a way that would work well online.
User flows and journey mapping
With the objectives in mind, an important task was to explore all the ways we could get the user from A-B whilst balancing the content and shoppable elements along the way. We had three different personas we needed to cater for, so that was an additional challenge. By doing this we could see what direction we would like to take and define an MVP approach.
Prototyping & User testing
With the ideal journey defined I explored a variety of ways that we could present the content and product to the user. Wee needed to efficiently complete a purchase but also be able to deep dive into content should they want to explore more. We refined the design by iterating on user testing rounds. The findings suggested that users only wanted the content to help explain the more complex details of the products and what the brand stood for, when they felt they needed it to help them make a purchase.
UX processes
One of the workshops I ran was to identify the different types of content the business wanted to communicate to the user vs what a user may need at each stage of the journey. With half the team being remote I ran the workshop online using Miro. For the first part of the workshop, I asked each stakeholder to apply the different types of content to each stage and for the second part, I asked everyone to vote on what was the most important. This helped prioritise what direction we went in for each stage
Case Studies
End-to-end UX design: Creating a new website from scratch.
What are the key approaches and processes used to design a new experience?
This case study looks at the processes taken to design a new website for a luxury skincare range. The key objectives were to educate the user on a more sustainably conscious approach to skincare and to help them shop the range including a recyclable refill system to reduce environmental impact.
Building out a Design system
Why design systems are the key to a good design process and how they benefit each stage of the UX / UI journey.
This case study explores the benefits of a design system; from creating a foundation system, to advancing into micro animations and transitions, to the final build output.
Portfolio Overview
