Varsha Bakshani — CHANEL luxury client experience

CHANEL

Elevating the luxury client experience

CHANEL is a global company with a single site translated into several languages, serving multiple markets and two key personas — fashion and beauty shoppers. The variance in spend between the two personas creates a challenge, on top of the multiple regions served by one website. The company also houses several divisions that run as mini-companies within the overall brand, so satisfying multiple regions, personas, and divisions takes real stakeholder alignment to push any design to the finish line.

Ideas start from competitive research and input from stakeholders and designers globally, then get weighed from a business and divisional perspective, checked for engineering feasibility, and evaluated by the design team for brand alignment and user benefit. Once approved through several iterative cycles, designs go through QA and are released to live users via A/B testing — tracking real-time metrics like "add to cart" — before rolling into the core app and website.

E-commerce Luxury retail Design systems

Challenge

Aligning one global design across multiple regions, two distinct shopper personas, and internal divisions that each run like their own mini-company.

Process

Competitive research, cross-functional business and engineering review, iterative design cycles, and A/B-tested rollout once alignment and prioritization were reached.

Outcome

Increased conversions and virtual try-on sessions, more in-boutique appointments booked, and a more streamlined experience across app, web, and boutique touchpoints.