Intimissimi Group — Commerce experience across a multi-brand portfolio
Focus: scaling commerce UX across brands + shared system governance + consistent conversion patterns
Designed the commerce experience across Intimissimi Group brands (Intimissimi, Calzedonia, Tezenis, Maison Eme, Falconeri), establishing a shared commerce interaction model with brand-specific expression—so teams could ship in parallel without fragmenting UX.
- Problem
- Multiple brands needed a coherent commerce foundation that supports variation in tone and merchandising without duplicating patterns.
- Commerce journeys required consistency across key tasks (browse, cart, checkout, account, returns) to reduce confusion and operational friction.
- Constraints
- Shared platform realities: promo logic, stock states, returns policies, and catalogue differences across brands.
- Multi-country needs: localisation, shipping/returns expectations and customer support requirements.
- Fast delivery cadence with multiple teams: governance needed to prevent UX drift and rework.
- Accessibility-aware clarity for forms, errors, and critical purchase steps.
- Contribution
- Defined the cross-brand commerce common core (interaction patterns, states, messaging) and identified controlled variation points.
- Created reusable patterns for conversion-critical flows (PDP → cart → checkout) with consistent validation and recovery states.
- Aligned stakeholders through reviews, rationale and specifications to reduce fragmentation between brand squads.
- Artefacts
- Commerce interaction model: steps, states, messaging rules and error handling.
- Brand-layer guidelines: what changes (tone/visual expression) vs what stays consistent (behaviour and structure).
- Design QA checklist for conversion flows (states, validation, readability, accessibility-aware patterns).
- Outcomes
- Established a shared commerce UX foundation across multiple brands, enabling faster parallel delivery without fragmenting experience quality.
- Improved consistency of high-impact purchase flows through reusable patterns and explicit governance.
- Reduced decision churn by clarifying what is standard vs what is intentionally brand-specific.
- Reflections
- Multi-brand portfolios succeed when the rules of variation are explicit — otherwise every brand becomes a fork.
- Conversion UX is mostly state design: validation, errors and recovery define trust more than polish alone.
Bata — Global commerce channel improvement (checkout funnel)
Focus: global eCommerce optimisation + checkout funnel redesign + conversion-critical state design
Improved the design of Bata’s commerce experience as a global solution, with a specific focus on checkout funnel clarity—reducing friction in conversion-critical steps while keeping patterns scalable across markets and teams.
- Problem
- Checkout is where uncertainty becomes drop-off: unclear forms, validation and what-happens-next moments reduce conversion and increase support.
- A global commerce experience needed consistent patterns and state handling to scale across markets without fragmentation.
- Constraints
- Multi-market variability across payments, shipping options, taxes and returns policies.
- Legacy platform constraints and dependency-heavy delivery impacting what could change quickly.
- Accessibility-aware form design: readability, error messaging and recovery under dense requirements.
- Need for scalable patterns that teams can reuse without re-inventing checkout each release.
- Contribution
- Audited the funnel as a state machine (valid/invalid, pending, failed, retry, confirmation) and redesigned high-friction states.
- Refined information hierarchy, validation timing and error messaging to improve recoverability and reduce ambiguity.
- Designed reusable checkout patterns (steps, confirmations, delivery/payment states) and documented rules for consistent rollout.
- Worked with product and engineering to prioritise changes with the highest impact on conversion and operational clarity.
- Artefacts
- Checkout flow and state model + edge-case catalogue (errors, retries, address issues, payment failures).
- Updated form patterns and messaging guidelines (validation, errors, confirmations).
- Prototype slices for critical steps (payment, delivery options, address).
- Handoff pack: UX rules, component usage guidance and acceptance criteria.
- Outcomes
- Delivered clearer, more predictable checkout patterns focused on reducing friction at conversion-critical moments.
- Improved recoverability and trust through explicit error states and retry paths.
- Created reusable checkout guidance designed to scale as markets and rules evolve.
- Reflections
- Conversion UX is mostly state design: validation, errors and recovery define trust more than polish alone.
- Global commerce succeeds when variation points are explicit—otherwise complexity leaks into every release.
Nike — Omnichannel booking & in-store support for FuelBand setup (2010)
Focus: early omnichannel service design + booking flows + store operations alignment
Designed an early omnichannel service experience for Nike FuelBand setup—connecting digital booking and guidance with in-store support workflows (well before ‘omnichannel’ became standard) to make onboarding smoother and reduce friction at critical moments.
- Problem
- Customers needed reliable support to set up and use a new connected product; without clear guidance, onboarding friction risks churn and increased store/service load.
- Store teams needed a structured way to handle appointments and support interactions without disrupting peak retail operations.
- Constraints
- Operational reality: in-store time pressure, interruptions and varying staff familiarity with a new product.
- Cross-channel continuity: customers start online and complete in-store; information and expectations must match.
- Scheduling/booking complexity: availability, appointment rules and exceptions need clear states and confirmations.
- Early-stage ecosystem constraints: limited precedent/patterns for connected product onboarding and service booking at the time.
- Contribution
- Mapped the end-to-end service journey (discover → book → arrive → setup → follow-up) and aligned it with store operations.
- Designed the booking and preparation flows, including confirmations, reminders and exception handling (reschedule/no-show).
- Defined interaction patterns and content hierarchy to support comprehension in both digital and in-store contexts.
- Produced prototypes and guidelines to support consistent execution across touchpoints.
- Artefacts
- Service blueprint and journey map with in-store handoffs and exception points.
- Booking flow and state model (confirmation, reminders, changes, cancellations).
- Prototype set for customer-facing booking/guidance and store-support touchpoints (NDA-safe).
- Operational guidance for appointment handling and customer communication consistency.
- Outcomes
- Delivered an omnichannel service model that clarified expectations and improved continuity between digital and in-store support.
- Reduced ambiguity in appointment handling through clear states, confirmations and recovery paths.
- Created reusable service patterns for connected-product onboarding that anticipated later omnichannel norms.
- Reflections
- Service design is often the differentiator: operational truth and clear handoffs drive trust more than UI polish.
- Booking experiences succeed on edge cases—reschedules, no-shows and preparation steps must be designed, not assumed.