Jimmy Choo is a leading global luxury brand with an empowered sense of glamour and a playfully daring spirit.
As Head of Design I was responsible for all digital content and functionality across the site, leading and mentoring the design team to grow and deliver a global user centric platform.
In 5 months we created a new brand world and replatformed to Demandware. Working closely with project managers, data analysts, marketing teams and developers to push the user experience for the Jimmy Choo customer, resulting in a 20% growth YTD and was awarded ‘gifted’ by L2.
Working in sprints we created UX wireframes and user journeys across key pages: PDP, PLP, Homepage and checkout to help guide the global Jimmy Choo customer. Managing the expectations of a luxury clientele, we added moments of joy through enhanced features woven throughout the shopping experience: Bridal Boutique, Choo World, Made to Order service, 360 virtual showroom, Off White collaboration, online concierge, cross selling, in store fulfilment, one hour delivery and much more.
We also launched a new emailing service in this time, whilst maintaining the existing site and overseeing seasonal campaigns and launches.
Looking at the data metrics, key pages were product led (PDP, PLP, HP) and the checkout journey. We simplified the checkout experience from 3 pages to a one page checkout which saw a huge lift in conversion. Giving the customer visibility of the journey and streamlining the data entry with simple additions such as address lookup and additional payment options saw a 20% growth YTD.
We used hotjar and google analytics to capture how users were interacting with the PDP and PLP. Using these insights we reorganised these key pages to create a much more elegant interface. Showcasing the product images on the left and adding an anchor to the product information to the right, scrolling through the product images easily. We also added a full page zoom to allow the customer to see the products details in perfect clarity.
