Leading UX & UI projects such as Liberty London’s beauty subscription: The Beauty Drop.
Early customer research showed that our target customer would be female, between the ages of 35 – 44 and that majority of these customers have expressed interest in hearing about exclusive offers, before the full customer base.
Highlighting attractive perks and usability were the priority: For example, this page is dynamic and will differ for a signed up customer vs new prospective one. The aim being; fewer clicks and only surfacing information relevant for each type of customer navigating here.
As part of the Launch of The Beauty drop, I then designed and built new, engaging and informative Email Marketing templates. I then defined how other channels such as Digital marketing and organic social looked, to ensure the visual identity was consistent for all channels.
Liberty fragrance, LBTY
My role was to collate information from brand directors and collaborate with wider teams such as online trade and SEO to come up with wireframe proposals and the possible journeys of a customer. From these wireframes, I then worked with product managers and back end developers to ensure all necessary slots would be within a release and ready for the proposed go live date.
We Advised a journey that was simple and would effectively funnel a customer to the PDP, in order to convert. Brand building content is statically placed along the way and looping behaviour to be avoided.
LBTY Finalised Designs
Homepage and landing pages
Designing multiple module options that will work for different types of content. Research into customer journeys proved that shopping habits massively differed from a beauty customer to a fabrics one; for example. This confirmed that a modular approach for these pages would be highly beneficial, to allow necessary flexibility over the 8 shopping categories.
Account Section
A large focus of the redesign was the account section. Showcasing why customers should choose to register for an account and shop at Liberty above other department stores. From surfacing Liberty loyalty and its benefits, to improving where an account holder can access all their key information, order history and any subscription details.
Design system examples
Collaborating with the editorial team and their needs, to design and deliver interactive, engaging templates that the content team can then use to roll out a multitude of storytelling.
