Clients Showcase

Clients showcase

Gucci

Project type

Designed and led UX/UI Design projects for onsite experiences and email campaigns, focusing on customer experience and aligning with client design patterns.

Contribution

Developed high-quality visual elements and sophisticated typography. Ensured user-friendly navigation and immersive onsite elements like modals, top bars, and interactive zones. Involved in A/B testing strategies and client discussions for design and technical feasibility. Utilised HTML, CSS, and JavaScript for quick, effective solutions.

My Role

Manager of Designer for Customer Experience, Senior UI/UX - Visual Designer

Outcome

Delivered high-quality, tailored design solutions across various industries, enhancing brand alignment and user experience. Successfully collaborated with teams and clients for strategic design-decisions, ensuring versatile and effective design implementations.

INTRO

During my five-year tenure at Wunderkind, my role evolved significantly, with increasing responsibilities and a deeper involvement in progressively complex projects as I advanced within the company. My journey began as a UX/UI and Visual Designer, where I concentrated on leveraging client data and implementing our design best practices to craft user journeys through the client platform. The primary goal was to enhance conversion rates and ensure consumer retention. As I transitioned into a Senior and Leadership role, I took on the responsibility of handling more complex clients and projects. Additionally, I supervised the work of my team to ensure adherence to our best practices, and to guarantee that our designs were accurately aligned with the client's design system and expectations.

Some of the most notable were Gucci, Ralph Lauren, Saint Laurent, NARS, IQOS, Revolut, Any Hindmarch, Kate Spade, Luxottica (Ray-Ban, Oakley), Alexander McQueen, Fender, Never Fully Dressed, Samsung, Dior, Holland&Barret, Liberty, Uniqlo and more. Most of those were multi market clients, which covered up to 30 different markets.

Design system

Over my five years with the company, I had the unique opportunity to contribute significantly to the evolution of our internal boilerplate. Collaborating closely with other Senior Designers, we continually updated and refined this crucial tool, ensuring it remained in step with our advancing technology and evolving processes. This ongoing development not only streamlined our workflow but also consistently elevated the quality of our design outputs.

Onboarding

We created an internal boilerplate using Figma for establishing the client's Design System and ensuring consistency with our best practices. During the onboarding phase, my role as a Designer was to craft the client's Design System and prepare mockups for the Onsite (Desktop and Mobile) and Email experiences, which were then shared with the clients before progressing to the next stage.

The Design System was carefully designed to ensure a clear and easy transition from Figma to our live platform.

Below is a preview of our Design System boilerplate, which we internally adapt based on our clients' needs. This boilerplate includes only the essential elements used during onboarding, enabling a seamless transition from mocked design to coded one.

Design System Boilerplate

Retaining

Throughout the entire client relationship, the Design System created during onboarding served as the source of truth for new projects with the same clients, while ensuring that the design guidelines were consistently updated to align with the client's requirements

Case gucci

Gucci is a very sensitive luxury brands, the use of high-quality imagery, elegant colour palettes, and sophisticated typography creates an immersive experience that reflects the brand's high-end products.

About navigation and layout, the website typically features a clean and intuitive navigation structure. This user-friendly interface facilitates easy browsing and shopping, essential for an e-commerce platform. Dropdown menus, search functionality, and well-organised product categories enhance the user experience.

Their site is rich of evocative imagery that focus more on the brand store than the product itself. This is the key on their site to connect the users with their product from an emotional point of view.

The site incorporate interactive elements like video, zoom features on products, virtual try-on options and more.

the challenge

Like many luxury clients who are highly sensitive to branding, Gucci sought to avoid any intrusive experiences on their website, aiming to minimise the number of deployments visible. This posed a challenge, as it could potentially impact the conversion rate driven by our products. We were tasked with devising a solution that would allow us to remain integral to the user experience while being less intrusive and maintaining effectiveness.

design process

In this case, we utilised our segmentation technology to gain insights into user behaviour, traffic from specific campaigns, and the conversion rates with and without our deployments. Additionally, I participated in client calls to gain a deeper understanding of their needs and concerns.

Our objective was to devise a less intrusive approach for end-users by integrating the experience seamlessly into the user flow, moving away from the current models.

I worked closely with the account manager, coordinating and overseeing the design efforts alongside our UI/Visual Designer. I provided guidance and shared our objectives to ensure the design aligned with our goals.

Insights

The account manager expressed concerns about altering the strategy of an already successful campaign. In response, I proposed designing the experience while preserving the essence of the existing strategy. Rather than having the modal appear upon entry or exit, we could explore various deployment methods to capture end-users' emails at different points in their journey on the site.

Approach

I suggested three alternative deployments that are less intrusive yet have the potential to deliver comparable performance. These include a corner tab, a bottom bar, and an inline zone.

Given the client's sensitivity, it was crucial to design an experience that felt native to the end-user, ensuring it seamlessly integrated with the existing elements of their site. Our aim was to enrich the user journey without compromising it while our deployments were active.

Approved Design

For the landing page and homepage, I crafted two experience types based on their level of intrusiveness. The first option featured a clickable corner tab with engaging copy that triggered a bottom bar. This bar contained the full offer and email capture, creating a two-step experience. The second option was a standalone bottom bar—slightly more intrusive but effective in terms of performance.

Although both options were less intrusive than the modal and maintained effectiveness, the client opted for the less intrusive, two-step experience, prioritising a smoother user journey.

Corner Tab

bottom bar

For the category page, I recommended implementing an inline zone—a section strategically integrated within the client's page layout. Leveraging heat maps and our best practices, we determined that the optimal placement for this section was just after the initial rows of products.

Understanding that end-users typically scroll to discover products, I aimed to ensure that the deployment didn't disrupt their exploration immediately. Instead, the goal was to allow users to begin their journey with an exploratory mindset, introducing our deployment only after they had the chance to view some of the available products.

Inline zone

Evergreen design.

Rich-content design.

email Design

Those are some of the emails designed for the client campaigns.

client experience

I've been following Gucci since the onboarding and coordinated with the Customer Success Manager possible solutions to adopt during the campaigns were quarterly ran. I joined client calls for to discuss about ideas, design approach but also technical feasibility with our products and possible solutions.

My role wasn't only focusing on the design aspect, but because my technicality in HTML, CSS and JavaScript, I was also able to recommend and adopt solutions quickly without the needed of a specialised team.

Impact

The dialogue with the client progressed smoothly, enabling us to swiftly revise our design and strategy to align with their expectations. Despite adopting a less intrusive approach, we successfully adapted the campaign, preserving its performance while enhancing the user experience.