Chloé
As part of Chloé's migration to the Farfetch Platform Solutions ecosystem, my job was to make the digital experience feel unmistakably Chloé, while fixing what user testing and product data showed wasn't working. The project combined the redesign of key customer journeys with the creation of scalable design foundations, while translating Chloé's evolving creative direction into a cohesive digital experience.
As Senior Product Designer, I owned day-to-day execution, reporting to the Lead Designer, while also directing the work of a second Product Designer and presenting solutions directly to Chloé stakeholders.
Key Contributions
Built a component-based design system translating Chloé's visual direction into reusable patterns.
Redesigned key customer journeys, including navigation, account management, and boutique discovery, informed by user testing, existing product data, and optimisation insights.
Shipped six new customer-facing capabilities: Fragrance Finder, Boutique Locator, Appointment Booking, Product Personalisation, Size Guide, and Shop the Look, connecting online browsing to Chloé's physical retail experience.
Presented and defended design proposals directly to Chloé stakeholders, balancing brand expression against customer needs and platform constraints.
Directed the day-to-day work of a second Product Designer across the project.
