Shaping and enhancing Luxury Shopping experience across four brands

Unfortunately, due to privacy reasons, I can’t show the bulk of my work that I did at YOOX-Net-A-Porter, so for now, you’ll just have to trust that I actually did quite a lot during the ~5 years I contracted here. However, these case studies will focus on the methodologies & approaches utilised during the project duration.

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Under a non-disclosure agreement

My role in the team

As a Product Designer, I have been working for all the four brands, most of the time on the discovery and purchase stage of the user in both web and app platforms, working closely with the user research team in defining the problem and getting insights.
Over the last years I have been one of the main designers on the task force team, specifically created to work on the platform migration, becoming specialised in maintaining and evolving the Design System to ensure consistency and efficiency in design and engineering processes.

The company

YOOX NET-A-PORTER is home to the world’s leading online luxury, fashion, and style destinations. Through the multi-brand online stores, NET-A-PORTER, MR PORTER, THE OUTNET and YOOX, have over 20 years’ experience in transforming the way the world shops.

The approach

The creation of user stories help to define the use cases to transform business needs into tailored design solutions that are meaningful to the user and that best support product growth. The collaboration with the user research team allows the definition of pain points and understanding user needs in order to drive the product direction.
I usually work with an iterative approach where the design solutions are tested with ABC test and the KPIs are measured to validate which is the final outcome.
The continuous communication with stakeholders involved in the projects keeps every team aligned with the goal and helps to refine and validate the output.

Strategic Product Initiatives

Improving sales discovery

I designed and tested the performance of a new entry point that helps customers to easily find sales products based on specific categories. The results of the test were a real success and we managed to improve user funnelling.

Redesign navigation menu

I implemented and tested new alternatives of visual menu with the aim of helping customers to find categories reducing cognitive effort and bringing more value to the brand identity.

Enhancing search pathways to reduce dead ends

I improved and tested the findability of products on the search touchpoint in order to avoid dead ends and help users suggesting related paths. The test results brought positive data in the reduction of the exit rate.

Improving search accuracy for mistyped queries

I designed and improved with great results the search engine experience in the case of mistyped words. The experimentation identified needs and perceptions of the users. The test results brought positive data improving the satisfaction of users, reducing the exit rate and improving the time required to show the search result.

Revolutionizing the size guide experience

I worked on the size guide project (one of the most challenging topics) where I tested many proposals to understand the main pain points of the users in finding the right size. An outcome has been proposed by a mix of tech capabilities and user feedback. Clarity on clothing sizes is always an ongoing project in which I spend a lot of time and constantly work and measure progress.

Augmented Reality for a real-life shopping experience

I designed an Augmented Reality experience on the iOS app aimed at improving the shopping experience and having more understanding of how the products look in “real” life.

Driving App engagement for targeted user segments

I designed a customised and tailored experience for a specific user segmentation bringing web users to the native app. Low user engagement was identified in this experience but having set the right metrics was very useful in bringing out many insights to work on and improve in other projects.

Scaling a consistent and efficient Design System

I am building and maintaining the Design System for all the brands, with the use of tokens, crafting efficient and reusable components that streamline the development and ensure consistency across the product.

Design Leadership & Team Empowerment

Empowering designers through mentorship

In my role of mentoring I worked to empower junior designers to reach their full potential. By sharing my knowledge and experience, I help them to develop the skills and confidence needed to excel in their roles. I foster a supportive and collaborative environment where designers can learn, grow, and thrive.

Fostering growth with design critique sessions

I crafted and implemented a new design critique session to promote professional growth and collaboration among designers. This format offered designers a space to share their projects and receive constructive feedback from their peers. By introducing new techniques and tools to facilitate open dialogue and knowledge sharing, I helped to foster a culture of collaboration and innovation. As a result, I saw a significant increase in both participant engagement and the overall quality of design work.

Streamlining workflows through Figma best practices

I designed and organised, for the entire design team, the ways of working in Figma, helping to create consistency in the management of projects, files and pages across all the verticals team.

Creating presentation templates to enhance knowledge sharing

I built a Presentation Template to create decks and share knowledge and information across the company.