2025 - PRESENT
LUXURY
ECOMMERCE SITE
RESPONSIVE WEB DESIGN, SHOPIFY, ECOMMERCE, ART DIRECTION
During my time at LAGOS, I was responsible for maintaining, updating, and improving a variety of .COM experiences. I designed homepages, reworked user flows, established .COM guidelines, and the like. Below are a few projects from my time at the company.
QUICK LINKS: PDP/PLP Storytelling, Holiday Gift Guide
Overview: Designing for Luxury Customers
Luxury experiences run counter to standard ecommerce practices. While prestige brands still aim for purchases, building brand recognition, emotional connection, and confidence within the customer is just as important.
To do so effectively, I created a variety of personas to recognize pain points, motivations, and shopping behaviors of the average customer. Though these shifted from project to project, the basics hold true.
Elevated PDP & PLP
For a new collection’s Product Landing Page and Product Listing Page, I directed digital content and created an elevated .COM shopping experience.
Multiple factors were considered in light of a truncated timeline. This included, but was not limited to: a design that worked within LAGOS existing framework, customer relationship management outside of the site (i.e., wholesale), qualitative KPIs, luxury ecommerce standards.
My Role: Web Design, Prototyping, UX,
Content Strategy, Art Direction, on set Video Direction
Elevated PDP & PLP:
OVERVIEW
CHALLENGES
Limited time frame. This collection shifted from a 2026 Q1 launch to a 2025 Q4 launch. We had less than a month to elevate the online shopping experience, meaning little time for testing and implementation.
Establishing high confidence in a big purchase. Within the luxury shopping journey, the average customer spends the most time researching a product or brand before purchase. LAGOS needed to swiftly instill confidence for high-intent customers.
Poor product recommendations. The product recommendations on the PLP were based off popular styles and often showed unrelated, lower price-point items.
Measurability. In the luxury market, customers are more likely to make a high-ticket purchase in-store rather than online. PDPs often act as a source of information rather than a point of sale. Therefor, measuring success would be difficult.
SOLUTION
Informative & emotional content for confidence. As luxury pricing is justified by craftsmanship and societal perception, we needed to prioritize emotionally appealing assets. On the PLP, we did so with copy and stunning photography. On the PDP, I directed a video focused on the brand designer, Kate Lagos, and included product sketches on the page.
Improved recommendations. We changed the product recommendation rail to only feature products within the Fizz collection. In addition, higher-intent customers were and served higher price-point items to first to better fit their shopping habits.
Include qualitative measurements. We could not rely solely on ecommerce data for purchase insights. Therefor, we asked employees to collect qualitative data when selling Fizz in-store and at events.
IMPACT
Data. While we kept eyes on the usual measurements—click through rates, drop-offs, revenue, and the like—the first month showed more in-person Fizz purchases than online. Qualitative data was split on those who visited the Product Listing Page or Product Description Page before buying in-store.
Although the data was limited due to timeframe and resources, it helped to inform future high-jewelry launches.
Collection shopping. 30% of customers on a Fizz PDP used the product rec rail to view at least one other piece within the collection. This exceed expectations and, hopefully, reinforced brand storytelling.
Elevated PDP & PLP:
The User
Woman of Luxury. A woman between the ages of 50 and 80 who has purchased luxury goods more than once.
MOTIVATION
Wants to add exclusive, visually stunning jewelry to her collection. Insists on high-quality.
BEHAVIOR - DISSONANCE REDUCING
Researches before purchasing, low-percieved differentiation with less-frequented brands, seeks validation after purchase.
PAIN POINTS
Too much information leading to cognitive overload. Reassurance and emotion to validate big purchase.
DESIGN CONSIDERATIONS
Obvious CTAs and larger text for low vision. Emotive imagery for immediate connection.
Elevated PDP & PLP:
Multi-Point Storytelling
As emotion and validation were key components to this project, I needed to highlight storytelling multiple times throughout the journey. Users primarily navigated to Fizz through three digital touchpoints: homepage, product rails, and digital ads.
USER FLOW
Click image to enlarge view
Elevated PDP & PLP:
The Product Listing Page
PLP BANNERS FOR ADDED BRAND VALUE
LAGOS had never employed informational PLP banners. I designed these “interrupters” that we sprinkled through the product listings. These moments reinforced craftsmanship and established social proof via celebrity spottings.
By including a celebrity feature we add credibility, exclusivity, and aspiration early in the shopping funnel.
Elevated PDP & PLP:
The Product Description Page
REMOVED REVIEWS
We removed the “reviews” section from the Fizz PDPs. From a UI/UX standpoint, reviews are excellent for social proof.
However, in luxury, customer reviews cheapen a product.
Pieces are meant to speak for themselves, “proof” comes from brand history, high-profile clientele, storytelling, and word-of-mouth.
IMPROVED PRODUCT RAIL FOR ADDITIONAL SHOPPING
All LAGOS PDPs feature a product recommendations at the bottom of the page. These rails focus on individual customer behavior or overall product sales. This means a range of price points and styles are shown.
For this PDP we needed to keep items relevant. We opted for a “Shop the Collection” focus to keep users within Fizz. Products shown were influenced by intent: high-spending, likely-to-purchase shoppers were shown higher price point pieces that better matched their shopping habits.
A video of Kate Lagos speaking to her latest jewelry collection, Fizz. Directed for .COM placement and digital ads.
My role: on-set direction | Videographer: David Reinis | Senior Art Director: Jenn Hart
STORYTELLING & THE IMPORTANCE OF STRONG ASSETS
To strengthen brand identity, I added a storytelling component beneath product details to educate users on Fizz and its value.
The emphasis on Kate Lagos, the collection designer, helps with brand differentiation.
I directed the video on-set. Our team was intentional about including sketches and jewelers tools to highlight the products’ craftsmanship.
This, paired with imagery of the product sketches, added credibility.
VALUE PROPOSITIONS FOR ENHANCED CONFIDENCE
As we removed reviews, it was important to highlight value propositions for transparency and enhanced improved customer trust. We re-reworked the module to emphasize
IMPROVED PLAN-OF-ACTION
More time = more testing. This may be obvious, but the inherent roadblocks to a truncated timeline became crucial evidence for future projects’ timeframes.
Data collection. Luxury companies must weigh the pros and cons of surveys. Such data collection makes a prestige brand seem insecure, yet customer feedback is crucial to a successful businesses. For future, we agreed an in-person Fizz purchase may be accompanied by an oral survey from the salesperson. The questions would be predetermined by the CRM. This allows qualitative data collection with a boutique, personalized feel.
Elevated PDP & PLP:
Learnings
OMNI-CHANNEL STRATEGY
More info = better experience. With improved data collection in-person, our Content Relationship Manager (CRM) is able to better curate experiences for users both in-person and online. This will help us to determine content strategy for future high-jewelry launches.
CONTINUALLY DRIVE STORYTELLING
Brand story = brand relevance. this project revealed a lack of brand storytelling site-wide. Following the collection launch, our content strategy became more intentional stiewide. From asset creation to implementation, we made more content for the digital experiences to better support customer confidence.
Holiday Gift Guide
LAGOS aimed to improve its gift guide for the holiday season. I created user flows, art directed, updated PLPs, and created new landing pages based on customer intent and point of entry.
CASE STUDY COMING SOON.
My Role: Web Design, Prototyping, UX,
Content Strategy, Art Direction