Redesign of LOEWE Perfume’s website
- Design System
- Micro-interaction
- SEO
- Conversion
- E-commerce
- Client
- LVMH & LOEWE
- Timeline
- 2025
- Role
- Lead Product designer
- Process
- Plan-driven (Gantt)
- Platform
- Web responsive
- Team
- One designer
In 2025, I worked with XDC, LVMH’s internal design agency, to adapt LOEWE’s new global visual identity to the Perfumes division. The goal was to align with the fashion brand’s rebranding while addressing specific e-commerce needs and ensuring a refined user experience.
Adapting & extending the design system
I adapted the fashion’s initial mockups to suit perfume retail, extending the design system with new components and flows tailored to e-commerce. This ensured consistency with the luxury brand identity while meeting the division’s unique requirements.
Product hybrid role
Beyond design, I acted as a bridge between teams: writing tickets and specs for developers, coordinating with e-commerce, SEO, and marketing teams, and supporting the production manager and QA engineer. This hybrid role ensured smooth delivery and alignment across stakeholders.
E-commerce features, SEO and optimization
I worked on perfume-specific features such as a product finder and gifting experience, along with refined product pages, cross-selling flows, and purchase journeys. In parallel, I worked on SEO, conversion optimization, and performance to boost visibility and streamline the shopping experience without compromising LOEWE’s luxury positioning.
The redesign, still in progress, positions LOEWE Perfumes to align with the fashion brand’s identity while elevating its e-commerce experience. With a stronger UX foundation and dedicated features for perfume retail, the project aims to drive sales performance, reinforce luxury perception, and deliver a seamless online journey.