Nouveau Collection

UX & EDM Design

Client: dusk

Brief: As the sole in-house digital and web designer at dusk, I led the UX and UI redesign of key eCommerce components to improve the online shopping experience across desktop and mobile. Upgrades were rolled out throughout mid-late 2024 to make the site easier to use, increase conversions, and reduce customer service queries, all prior to hitting the peak retail season, Christmas.

Working to strict deadlines, I collaborated with external development teams across multiple time zones, ensuring seamless execution and timely deployment of all deliverables.The Nouveau collection is featured here to show how the updated design system and UX improvements were applied in a real campaign.

Other UX project re-designs:

• PLP: Product Tile Cards, Product Recommender
• PDP: Page Layout, Product Image Behaviour, Product Details, Product Recommender
• Sidebar Configuration: Introduced a persistent sidebar that confirms the action and keeps users in flow; designed progress bar toward free delivery, quick-add recommendations carousel, and space for promotional offers. Case study here.
• Shopping Cart: Improved hierarchy for better usability, selection of Free Gift, Product Tiles clearly displayed, Store Availability for each product when selecting Click & Collect, clarity of Rewards benefits & savings, Gift Wrapping/Complimentary Message new feature, dynamic feature of Delivery Options (standard/express variations), Order Summary (clear breakdown of all costs, reducing CX Support tickets).

Scope: Project Timelines, Design Systems, Wireframes, UX Design, Responsive Web Design, Cross-Functional Collaboration