The Fragrance Shop
UI Designer
The role
When The Fragrance Shop brought UX in-house, I was the sole designer for the first six months, setting up core processes, building the Design System, and leading projects like an online fragrance finder. I also helped bridge digital and in-store experiences to support over 200 UK locations.
PROJECT
Checkout redesign
The problem
Using HotJar, we saw customers struggling with checkout—unclear promo fields, no progress bar, and poor labelling. It was clear the journey needed redesigning to fix these issues.
The solution
Based on research, we created a single-page checkout that balanced Home Delivery and Click & Collect, aiming to drive more in-store visits and boost offline sales.
The checkout of an e-commerce site is arguably the most important part of a customer’s journey when purchasing a product. If we make it hard for them to purchase a product, all the great work we did leading up to it is redundant.
The result
The final design prioritised delivery choice upfront and tailored the rest of the journey and marketing to match. Click & Collect users received follow-up emails, with in-store staff incentivised to create a great experience and drive repeat visits.
Checkout completion
21% increase
Time to purchase
37% decrease
PROJECT
Fragrance Match
The problem
As fragrances can’t be experienced online, I designed an onboarding quiz to help customers find their ideal scent match.
The solution
Fragrance Match asked questions on scent, age, and price to suggest suitable options and gather valuable customer data for marketing.
Each answer helped sort customers into 1 of 12 personas, improving personalisation and future fragrance recommendations.
The result
The final page showed top and near matches, with options to save or email them. It also encouraged in-store visits, boosting purchases and returns.
Completion rate
89%
Conversion rate
27%
Let’s connect
Passionate about Design Systems? Interesting in working together? Just want to say hi?
Find me on LinkedIn and let’s connect!
Connect on LinkedIn
Every time a designer detaches a component, a flower stops blooming.
The Fragrance Shop
UI Designer
The role
When The Fragrance Shop brought UX in-house, I was the sole designer for the first six months, setting up core processes, building the Design System, and leading projects like an online fragrance finder. I also helped bridge digital and in-store experiences to support over 200 UK locations.
PROJECT
Checkout redesign
The problem
Using HotJar, we saw customers struggling with checkout—unclear promo fields, no progress bar, and poor labelling. It was clear the journey needed redesigning to fix these issues.
The solution
Based on research, we created a single-page checkout that balanced Home Delivery and Click & Collect, aiming to drive more in-store visits and boost offline sales.
The checkout of an e-commerce site is arguably the most important part of a customer’s journey when purchasing a product. If we make it hard for them to purchase a product, all the great work we did leading up to it is redundant.
The result
The final design prioritised delivery choice upfront and tailored the rest of the journey and marketing to match. Click & Collect users received follow-up emails, with in-store staff incentivised to create a great experience and drive repeat visits.
Checkout completion
21% increase
Time to purchase
37% decrease
PROJECT
Fragrance Match
The problem
As fragrances can’t be experienced online, I designed an onboarding quiz to help customers find their ideal scent match.
The solution
Fragrance Match asked questions on scent, age, and price to suggest suitable options and gather valuable customer data for marketing.
Each answer helped sort customers into 1 of 12 personas, improving personalisation and future fragrance recommendations.
The result
The final page showed top and near matches, with options to save or email them. It also encouraged in-store visits, boosting purchases and returns.
Completion rate
89%
Conversion rate
27%
Let’s connect
Passionate about Design Systems? Interesting in working together? Just want to say hi?
Find me on LinkedIn and let’s connect!
Connect on LinkedIn
Every time a designer detaches a component, a flower stops blooming.