In a nutshell

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS labels. As Senior UX Designer for the agency medienwerft, I optimised UX and UI of e-commerce routines and features on a variety of Tommy Hilfiger projects over several years.

Tommy Hilfiger is one of the world’s leading designer lifestyle brands, and it’s digital sales funnels are continuously optimised.

I developed UX/UI designs to embed the brand story in high performing e-commerce concepts.

Process steps

UX/UI MVP

MVP MVP with concepts for storytelling, e-commerce, navigation, components

Big e-commerce portals are constantly evolved and optimised. I entered the Hilfiger world with these pitch PVP designs for Entry- and Landingpages aimed to increase visits and purchase, heighten brand value and decrease churn as part of the ongoing platform improvements

UX/UI

E-commerce process screens, teaser campaign ideas

I then developed a "He and She" UX storytelling concept for hero header teasers that builds on the psychological need for connection and uses the idea of joined activities to transport seasonal product messages. I then created high-fidelity MVP wireframes to show how these storytelling features can be embedded in category and detail pages. I also developed a UI system that could be reskinned for use on other product brands, as here on Hilfiger Denim.

UX/UI

Features, Flows, Components

A big part of the project was about finetuning viewport details up to individual pixels in order to maximise screen real estate. I created many variations of the shopping cart dropdown which we used in tests to determine the best shopping cart flyout design. We did this kind of finetuning also in other ares of the site, like detail page or shopping cart.

Production

Optimisations, specifications

Some examples of the continuous work of optimising features and UI elements on the site.

UX/UI MVP

MVP MVP with concepts for storytelling, e-commerce, navigation, components

Big e-commerce portals are constantly evolved and optimised. I entered the Hilfiger world with these pitch PVP designs for Entry- and Landingpages aimed to increase visits and purchase, heighten brand value and decrease churn as part of the ongoing platform improvements

UX/UI

E-commerce process screens, teaser campaign ideas

I then developed a "He and She" UX storytelling concept for hero header teasers that builds on the psychological need for connection and uses the idea of joined activities to transport seasonal product messages. I then created high-fidelity MVP wireframes to show how these storytelling features can be embedded in category and detail pages. I also developed a UI system that could be reskinned for use on other product brands, as here on Hilfiger Denim.

UX/UI

Features, Flows, Components

A big part of the project was about finetuning viewport details up to individual pixels in order to maximise screen real estate. I created many variations of the shopping cart dropdown which we used in tests to determine the best shopping cart flyout design. We did this kind of finetuning also in other ares of the site, like detail page or shopping cart.

Production

Optimisations, specifications

Some examples of the continuous work of optimising features and UI elements on the site.

My services

Increase of session duration by 3 min and page views by 4
Reduction of bounce rate by 10%
Increased engagement and loyalty, indicated by 20%+ return visitors

UX sales funnel concepts

Creation of MVP Prototypes of Entry- and Landinpages to increase visits and purchase and decrease churn

UX Design

Journey-, Template-, and Component concept in a journey choreography

Content & Information Architecture

Component-based content concept with multiple entry points

Visual UX/UI Design

Extension of an existing design system with new components

Feature specification

Definition of behaviours, interactions, states and cases

Landing page choreography

UX/UI content and component concepts

Snapshots from several Tommy Hilfiger Projects

All work shown here was created by me in all its parts.

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