BURBERRY
Tailoring Code & Content, at Scale
Art Direction
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UX/UI Design
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Product Strategy
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Launch Strategy
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Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
GOAL
The limit was imagination rather than technology.
ROLE
Product Designer
SECTOR
Luxury Fashion
TEAM
Creative, UX, Marketing, Technology, Content
THE CHALLENGE
Diesel is a brand with a loud, specific attitude, and online it read as a shop rather than as Diesel. The digital objective set for the project was blunt: make online the temple of the Diesel brand. Beneath it sat three more, to establish Diesel as a leader in digital, to tell the brand's stories across the site and social media, and to stand apart from the multi-brand retailers selling the same jeans.
The numbers made the case. 53% of in-store purchases were researched online first, and 57% of customers checked availability online before going to a store. For most people the site was now the first encounter with the brand, under a new artistic director who wanted a website ready to receive impactful images. It had to carry that attitude, work on mobile first, and still sell a large range, in time for a September launch.
THE IDEA
I designed the key annual milestones for the business, treating each as a digital product with its own idea.
The Gosha Rubchinskiy collaboration was an experiment in handing creative control of Burberry product to another artist. I set it against two metrics, press attention and email sign ups, then built it in WebGL as a page the customer could manipulate on mobile and desktop, playing with the interface and the assets themselves. I developed the branding, the assets, the web design and the UX.
For Makers House, we worked with Apple and the app team to build one of the first AR experiences in the fashion industry, taking a physical space and turning it into a playground of interaction. It started as storyboards and concepts.
For the Harrods takeover, I worked with the window display team on an online counterpart, where customers shared personalised assets, and led Stink Studios to build it.
Across the runway shows and physical displays, the method was the same: customer journey mapping, wireframing and prototyping, moodboards and content development. The limit was imagination rather than technology.
Runway Shows & Creative for Physical Displays
With the transition of more customers being engaged online, the aim of Burberry was to continue being seen as the world best in class and leader in digital experiences.
My ideas included customer journey mapping, wireframing and prototyping to mood boarding and content ideas and development. The challenge was always the limit to imagination and making the unreal possible.
Gosha Rubchinskiy Collaboration
The collaboration with the Russian designer was a milestone in the evolution of Burberry and how it creates products, gaining attention with its customer base as well as new clients. This project was initiated as an experiment to see how the brand can collaborate and give creative reigns to its clothing to another artist.
The project began with looking into key metrics of getting press attention and how to increase user sign-ups to the email database. This executed using web gl, so the user had the chance to manipulate the web page on mobile and desktop by allowing him/her to play around with the interface and main plate the assets. I developed the branding and assets for the site including the web design and UX.
Makers House AR Experience
Working with Apple and the app team (including developers), we created one of the first AR experiences in the fashion industry. From storyboarding to creative exploration, we developed ideas and concepts to transform the user's experience of the physical space into an unreal playground of interaction.
Harrods Store Window & Online Experience
Collaborating with the window display team, I looked into creating an online experience which would engage customers in sharing personalised assets. I worked on designing and leading Stink Studios to develop an immersive experience on the Harrods website.