Feature Rich Online Shopping that Engages and Retains.

Cross-platform features and experiences that convert users to customers, and window shoppers to brand advocates.

Feature Rich Online Shopping that Engages and Retains.

Cross-platform features and experiences that convert users to customers, and window shoppers to brand advocates.

Organisation

Alshaya Group

Organisation

Alshaya Group

Project

Victoria's Secret

Project

Victoria's Secret

Platform

Web, Mobile App

Platform

Web, Mobile App

Product Design Lead

Product Design Lead

Area of Expertise

UX/UI Design, eCommerce

Area of Expertise

UX/UI Design, eCommerce

The Challenge

Victoria’s Secret enjoys an almost fanatical customer base, with physical stores boasting some of the highest retention rates and most loyal shoppers within the Alshaya portfolio. Our challenge was to replicate that same level of engagement and loyalty in the online shopping experience.

The Approach

We aimed to deliver an exceptional online shopping experience that makes it easy for customers to find exactly what they want, offering a rich variety and assortment of products, and replicating the in-store services through useful online tools, we aimed to match the personalised service and convenience customers expect.

The Response

We designed a visually rich, feature-packed responsive website and mobile app that not only exceeded business expectations but also delighted customers, driving repeat visits and fostering long-term loyalty

My Contribtion

Feature Rich Lower Funnel: Category page with Quick View mini drawer and persistent bottom sheet

Headless Mobile App

My Fit Finder: Stepped flow size, support and style picker

App Store Promos

My Contribution

  • Responsible for end-to-end interface design and supporting visual asset delivery.

  • Supply high fidelity screen variants, progressions and flows for iOS, Android mobile app and responsive web.

  • Build high fidelity prototypes for testing and validation.

  • Define and maintain bilingual style guides.

  • Manage and own component libraries.

  • Manage developer hand-off.

  • Update and track assigned dev team Jira tickets.

  • Collaborate and coordinate with design counterparts, product and program managers, business analysts for end-to-end delivery.

  • Manage and direct subordinate designers.

  • Work alongside web, iOS and Android developers to deliver cross platform implementation.

  • Ensure successful user acceptance and quality assurance testing.

  • Deliver all Apple App Store and Google Play Store submission assets

  • Manage go-live and brand handover activities

  • Monitor and track post launch implementation.

Deliverables

  • Low fidelity wireframes and journey maps

  • High fidelity screens for responsive web and mobile app experiences

  • Style guide, design system and component library

  • Developer handover documentation

  • Promotional front end trading content (banners and promotional elements)

  • Apple App Store and Google Play Store promo screens

Delivery Team

Product Design Lead, UX Designers (1), UI Designers (1), Product Owners (1), Project Managers (1), Business Analyst (1), iOS dev (2), Android dev (2), Web dev (2).

Timeline

Scope definition to stake-holder acceptance, 2 months.