Global E-commerce | Luxury Retail
Redefining E-Commerce Experience for a European Luxury Retail Brand
As part of an ongoing digital transformation for a globally recognized European luxury retail brand, I led UX design for multiple critical checkout modules—Engraving, Deliver, and Pay—spanning global and regional markets including LATAM. The aim was to migrate legacy SFRA-based flows into the brand’s new design language (Gemini) to enable scalable, system-driven, and mobile-first e-commerce experiences.
My responsibilities included defining component logic, improving cross-channel user journeys, building localized UI variants, and driving A/B testing and user validation initiatives. The challenge was to balance global design consistency with regional flexibility—while contributing to a broader modular design system used across 20+ markets.
Timeline & Collaboration
12+ months of continuous engagement across three pods (Engraving, Deliver, Pay), collaborating with India-based designers (myself), Denmark-based product, QA, and development teams, LATAM market consultants, and the Gemini design system core team.
Platform Scope
The redesign had to accommodate complex fulfillment methods like Split Shipment, Click-and-Collect, and PUDO, while also supporting region-specific features like CPF validation (LATAM), language toggles, and personalized add-ons like Pandora Care and gift packaging—without compromising UX performance or system stability.
The engraving module enables users to personalize eligible products with messages and view live previews before checkout. My role involved owning the Packshot Preview Cycle, building the core UX logic around previewing, validating, and submitting engraving requests. I collaborated with visual designers to extract product-specific icons from Illustrator, then converted them into optimized Figma components for dev-ready use. Additional focus was given to field validation (length limits, line breaks, character blocks) and SKU-specific logic for engraving availability. Close collaboration with QA ensured consistency across device types and platforms.
Component Ownership
Preview carousel, input validation, dynamic packshot updater, confirmation modal, error banner for unqualified SKUs
Tools & Delivery
Figma (packshot templates), Illustrator (icon exports), Jira (tickets)
To support diverse delivery experiences across markets, I redesigned the entire Delivery flow from legacy SFRA screens to modular Gemini components. This included flows for PUDO (Pickup & Drop-Off), Click & Collect, Express vs. Standard Delivery, and the newly introduced Split Shipment logic. I also collaborated with the backend and design system team to incorporate the Promise Engine, which dynamically calculates delivery dates and cutoffs based on product, warehouse, and location. Each method had edge cases and fallback scenarios, which were translated into scalable UI with clear copy, hierarchy, and mobile optimization.
Key Design Tasks
Delivery card redesign, ETA component logic, split-shipment grouping, fallback state flows, checkout breadcrumb structure
Market Adaptation
Localized variants for LATAM with CPF dependency, C&C integration via store lookup, testing in UK + Germany first
Checkout Redefined: A/B Testing and Personalization at Scale
My work in the Pay module focused on gift packaging, Pandora Cares (warranty add-on), and critical A/B experiments across the checkout funnel. I helped redesign the checkout reassurance layout, improved the visual hierarchy of payment options, and worked on GWP/PWP modals that allowed upselling via contextual logic. I led A/B tests that focused on logo exposure, step-label clarity, product visibility within modals, and retargeting experiments for cart abandoners. All test hypotheses were coordinated with product managers, implemented in design variants, and tracked post-launch for winner rollout.
A/B Test Ownership
Payment logo exposure, checkout breadcrumb labels, product image inside GWP modal, reassurance placement, retargeting CTA placement
Features Designed
Gift Packaging flow, Pandora Cares opt-in component, step indicators, editable summary card, visual trust symbols
Validating with Real Users: Research, Testing, & QA Support
To ensure our ideas resonated with real users, I partnered with the product and research teams to validate flows like PUDO, Gift Packaging, Pandora Cares, and Split Shipment. We used both moderated and unmoderated user tests in key markets (EU, LATAM), testing across devices and platforms. Insights from these sessions helped refine label clarity, icon meaning, step flow, and perceived trust. I also supported visual QA across devices and created test-ready Figma files for Maze and internal testing.
What Was Tested
Gift Packaging preference, C&C store discoverability, PUDO icon clarity, Split Shipment grouping, Checkout reassurance
Test Methods Used
Unmoderated Maze test, Moderated user calls, Figma click-throughs, visual QA review decks, dev-annotated flows
Business Impact & Measurable Outcomes
The UX improvements made across Engraving, Deliver, and Pay modules led to measurable increases in conversion, engagement, and satisfaction. Features like gift packaging, personalization previews, and delivery method clarity directly impacted cart flow behavior, while checkout trust redesigns improved perceived credibility. A/B testing efforts gave clear direction for scaling winning UI patterns across markets.
Key Metrics
✅ +12% conversion uplift from Deliver module A/B test
✅ +9% cart-to-checkout uplift from Gift Packaging placement
✅ -18% drop-off in Engraving preview step
✅ +22% completion rate for users exposed to reassurance badges
Adoption & Launches
✅ LATAM market launched with CPF flow + GWP support
✅ Gemini components merged into core DS library
✅ Supported live rollout across 10+ countries and 3 languages
Personalization
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
Contributions to Gemini Design System
All redesigns were built using the Gemini Design System as the foundation, with custom extensions where market-specific or new behavior was required. I created multiple localized components and worked with the DS team to align naming conventions, usage rules, and states. The new modules introduced ~14 net-new reusable patterns into Gemini, increasing delivery velocity for other teams.
New Components Designed
Delivery Card (PUDO, C&C)
Packshot Cycle Preview Block
Gift Packaging Selection Modal
Trust Reassurance Banner
Checkout Step Labels (Breadcrumbs)
Collaboration Points
Weekly syncs with Gemini Core Team
Design tokens mapped to brand variants
Dev/QA handoff notes
Personalization
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
Retrospective & What’s Next
Looking back, this case taught me the nuances of designing for large-scale, system-governed retail platforms. I learned to balance consistency with agility, to scale experiences across markets without creating redundant patterns. If I were to revisit this, I’d push earlier for accessibility audits and introduce more motion-based cues for split shipment and engraving preview confirmations.
As the system continues to evolve, I’m working with stakeholders to incorporate wishlist logic and adaptive checkout flows based on user intent. We’re also testing predictive fulfillment using past behavior, which could introduce a fourth dimension of personalization.
Planned Next Steps
Wishlist-first checkout flow
Region-aware packaging logic
Engraving memory recall (for logged-in users)
Key Learnings
Design systems only work if they evolve
A/B testing clarity depends on copy and visual priority
Localization isn’t translation—it’s UX logic