Website Design
Boadicea, a UK-based luxury perfume brand available at Harrods and other exclusive retailers, had the idea of retiring a selection of their products. Having worked with Boadicea in an agency setting over the past couple of years, I had already made small incremental improvements to their website, which provided me with a solid understanding of their brand identity and product offerings. This prior experience significantly accelerated the learning and development phase of this project, allowing us to efficiently navigate the redesign process and ensure a seamless transition for the brand.
At the start of this project, we organised a collaboration session to define the look and feel of the campaign. The client wanted to ensure that it didn’t come across as a less prestigious discontinued product sale.
From our discussions, we decided to frame the project around the concept of these fragrances "retiring from service," emphasising their significance in building the brand. The products would be released in limited batches, exclusively for members, positioning them as collectible pieces that celebrate the legacy of the brand while maintaining an air of exclusivity and prestige.
Initially, our discussions suggested that integrating this offering into the existing site structure would be straightforward. However, as we mapped out the user journey, it became clear that this integration was more complex than anticipated.
The challenge arose from the need to hide certain projects and then reintroduce them in a different area of the site, which could potentially impact customers' shopping baskets if they already had those items added. This realisation prompted us to rethink our approach to ensure a seamless experience for users while maintaining the integrity of their shopping experience.
The final designs were crafted utilising the existing brand design system and insights gained during the site mapping process. This approach ensured consistency throughout the website, aligning with the brand's established identity while enhancing the overall user experience.
