Iconic Store Liberty — Major Redesign
libertylondon.comLiberty's digital experience needed to balance three very different demands: a high-performing E-commerce platform, a rich editorial and storytelling experience, and the service expected from a world-renowned luxury retailer. As Head of Digital Design, I led the design across two major redesigns and replatforms, bringing together customer journeys, E-commerce, content, loyalty, internationalisation and brand into a more cohesive digital experience.
Rebuilding the shopping journey
The redesign considered the complete shopping journey, removing friction between discovery, product evaluation and purchase while keeping Liberty's editorial character present throughout.
Editorial authority
Liberty's proposition isn't purely transactional. Editorial content, brands, founders and makers needed to sit naturally alongside the shopping experience. Liberty is a taste maker and influencer and that authority needed an elevated home.
Online revenue increased by more than 600% during my contributions at Liberty, alongside two major redesigns and re-platforms.
My role
As Head of Digital Design, I led the design direction and delivery across Liberty's digital products, working closely with design, development, E-commerce and marketing teams. I oversaw two complete site redesigns and two re-platforms, leading designers and developers from early concepts through to production. My responsibility spanned the end-to-end customer experience from discovery and navigation through product, checkout, account and loyalty, content, internationalisation and post-purchase communications.
During the redesign I looked at all touch points a customer might make, ranging from their account dashboard (profile data, loyalty, subscriptions and more), through the entire shopping journey from Search, PLP, PDP, Basket and checkout. The end to end lifecycle was also designed including order lifecycle emails and follow up email programmes.
A system designed to scale
The design system brought Liberty's visual language and reusable interface patterns into one framework, giving the design and development teams a shared foundation for new features and iterations.
Colour Palette
Primary Scheme
Iconography
A selection of icons from the design system
Interaction Design
The small details really do count, micro interactions and UI animations that are subtle yet feel premium were a key in the redesign. During the process loading states, panel animations, icon state animation and modules entering/leaving the viewport where considered amongst many others. Please see below some examples of the animations and interaction designed and built.