Savage X Fenty
Elevating luxury intimate shopping
Elevating luxury intimate shopping
Role
Senior Product Designer
Project Type
E-commerce Website
Date
2023 / 2024
Contribution
Design System, UX/UI Audit, Feature design, Rebranding
Savage X Fenty (SXF) revolutionized the lingerie industry with their bold, inclusive designs and community-driven approach. Founded by global icon Rhianna in 2018, the company is part of the $800M+ TechStyle Fashion Group, an industry leader known for its celebrity partnerships and digital-first brands.
Savage X Fenty (SXF) revolutionized the lingerie industry with their bold, inclusive designs and community-driven approach. Founded by global icon Rhianna in 2018, the company is part of the $800M+ TechStyle Fashion Group, an industry leader known for its celebrity partnerships and digital-first brands.
Main Goal
With new acquisition strategies and a rebrand on the horizon, their goal was to empower their global marketing team with a new CMS and targeting capabilities, enabling them to experiment and expand. In parallel they wanted to test and improve their UX at key conversion points while unifying their visual design system.
Strategic UX Roadmap
I began our UI/UX work together with a thorough audit and competitive analysis, identifying and prioritizing the key improvement areas in the user journey.
I identified the high-impact opportunities where streamlined experiences could drive significant conversion improvements, diving deep into the data and reviewing testing opportunities.
Strategic UX Roadmap
I began our UI/UX work together with a thorough audit and competitive analysis, identifying and prioritizing the key improvement areas in the user journey.
I identified the high-impact opportunities where streamlined experiences could drive significant conversion improvements, diving deep into the data and reviewing testing opportunities.
Strategic UX Roadmap
I began our UI/UX work together with a thorough audit and competitive analysis, identifying and prioritizing the key improvement areas in the user journey.
I identified the high-impact opportunities where streamlined experiences could drive significant conversion improvements, diving deep into the data and reviewing testing opportunities.
Main Goal
With new acquisition strategies and a rebrand on the horizon, their goal was to empower their global marketing team with a new CMS and targeting capabilities, enabling them to experiment and expand. In parallel they wanted to test and improve their UX at key conversion points while unifying their visual design system.
Main Goal
With new acquisition strategies and a rebrand on the horizon, their goal was to empower their global marketing team with a new CMS and targeting capabilities, enabling them to experiment and expand. In parallel they wanted to test and improve their UX at key conversion points while unifying their visual design system.
Strengthening Design & Design Ops
Prioritized UX/UI
features Backlog
Prioritized UX/UI
features Backlog
Prioritized UX/UI
features Backlog
Design Audit: Identified low hanging fruit and key opportunities
Improved communication of features with stakeholders
Improved communication of features with stakeholders
Improved communication of features with stakeholders
Process: Introduced weekly check-ins with stakeholders on the discovery phase
Faster design to handover, Prepared for scalability
Faster design to handover, Prepared for scalability
Faster design to handover, Prepared for scalability
Design System: Quick and easy access to latest designs
Enhanced Checkout Experience
Redesigned the Review Order step, unified CTA styles, and optimized form layouts to improve clarity, functionality, and navigation while aligning with best UI practices.
Streamlined and Consistent Flow
Added progress indicators, refined titles, and ensured visual consistency to reduce friction and guide users smoothly through checkout.
Cohesive Visual Design
Refined headers, background colors, and styling to deliver a polished, engaging experience that boosts satisfaction and conversion rates.
Previous Checkout
Updated Checkout
Enhanced Filtering
Improved layout and UI for filtering and sorting options, including mobile-friendly updates like a new full-width drawer and repositioned filter pill, resulting in 7% steady higher feature engagement.
Enhanced Filtering
Improved layout and UI for filtering and sorting options, including mobile-friendly updates like a new full-width drawer and repositioned filter pill, resulting in 7% steady higher feature engagement.
Enhanced Filtering
Improved layout and UI for filtering and sorting options, including mobile-friendly updates like a new full-width drawer and repositioned filter pill, resulting in 7% steady higher feature engagement.
Effective Rebranding
Achieved a more impactful and cohesive brand identity, enhancing user overall perception of the brand. WS and SXF teams collaboratively completed a comprehensive site branding refresh in just 3 sprints, demonstrating teamwork efficiency and agility in execution.
Effective Rebranding
Achieved a more impactful and cohesive brand identity, enhancing user overall perception of the brand. WS and SXF teams collaboratively completed a comprehensive site branding refresh in just 3 sprints, demonstrating teamwork efficiency and agility in execution.
Effective Rebranding
Achieved a more impactful and cohesive brand identity, enhancing user overall perception of the brand. WS and SXF teams collaboratively completed a comprehensive site branding refresh in just 3 sprints, demonstrating teamwork efficiency and agility in execution.
Outcomes
Elevated the e-commerce platform through strategic UX/UI audit and enhancements, implemented a visual rebranding, and data-driven innovative feature development. These efforts resulted in significant improvements in features usage, conversion rates, customer satisfaction, and operational efficiency.
Outcomes
Elevated the e-commerce platform through strategic UX/UI audit and enhancements, implemented a visual rebranding, and data-driven innovative feature development. These efforts resulted in significant improvements in features usage, conversion rates, customer satisfaction, and operational efficiency.
Outcomes
Elevated the e-commerce platform through strategic UX/UI audit and enhancements, implemented a visual rebranding, and data-driven innovative feature development. These efforts resulted in significant improvements in features usage, conversion rates, customer satisfaction, and operational efficiency.
+12.8%
Increase in product
list views
+2.8%
New checkout overall conversion growth
10%
Reduced order completion time
+12.8%
+12.8%
Increase in product
list views
+2.8%
+2.8%
New checkout overall conversion growth
10%
10%
Reduced order completion time