Scaling ecommerce experiences
Aesop's digital footprint is extensive, with over 23 localized e-commerce sites globally. In response to the increased importance of digital channels—highlighted during the Covid-19 pandemic—Aesop recognised the need for an e-commerce solution that could quickly scale across new market entries.
I was responsible for the the end-to-end e-commerce redesign, supported the rollout to 4 countries with localisation and created a CX toolkit to local teams.
Digital product strategy
End-to-end e-commerce redesign
Front-end development
Merchandising guidelines
Global rollout to 6 countries
3
Months from kickoff to delivery
18%
Higher conversion within 2 weeks of launching
13%
Decrease in bounce rates
6%
Higher average units ordered
6%
Higher average units ordered
27%
Higher total sales
Strategy and execution
With tight time lines and few resources, I zeroed in on what truly mattered for our digital experience by embracing the minimal lovable product strategy. I prioritise core patterns and performance features, utilising flexible and modular layouts that could adaptively serve content. This strategy was about crafting an experience that, even in its simplest form, customers would find hi-touch, authentic and seamless.
Enhanced product discovery: optimising for new customers
Given these sites would be used for new and emerging markets, focusing on the product discovery journey was crucial. This direction was validated by data revealing that 60% of site visitors were new, with 30% in search of new products.
As such key focus with navigation, search and filter experience, This allowed customers to find products based on category, thematic, skin type and ingredient preferences, offering a personalised browsing experience right from the start. This approach not only aimed to satisfy immediate user needs but also to foster a deeper connection with our brand among both new and returning customers.
Elevated mobile browsing for convenience and ease
Recognizing the significance of mobile, I revamped the UI to introduce a two-column layout, significantly reducing interaction cost and enabling easier scaning. I also introduced new ways to refine product selection by implemented advanced sorting and filtering options, enabling customers to customise their browsing experience effortlessly.
Reimagining category discovery
I also reimagined the the category discover pages to be more than just a list of products; they're now designed to intrigue and entice. One of the standout features is our new image rollover effect, which provides a more tactile and immersive experience, giving visitors a real sense of each product's form and texture.
Highlighting Aesop’s unique customer experience
To ensure the our digital presence supported new store openings, the site had the dual purpose of also celebrating the unique stories behind each of our stores. When you visit a store page, you're not just browsing products; you're getting an insight into the store's philosophy and what sets them apart in the market..
Product confidence
Shopping at Aesop involves a conversation. Each consultant is trained to discover individual needs and offer tailored product recommendations. As such, the content strategy was built to mirror Aesop's in store conversational product guidance and high-touch customer service. How-to videos explain products just like an Aesop skincare expert would, with detailed information about usage. Moreover, I refined product pages to streamline the decision-making process, prioritizing clear, accessible information and visual details—from high-resolution images to comprehensive descriptions—enhancing user engagement and facilitating informed purchases.
Digital product content guidelines
To streamline governance, provide best-practice and ensure brand alignment, I developed a toolkit that featured set-up guides, and extensive product content guidelines to ensure our system for photography, video, and writing can be maintained by distributer partners moving forward.
Since launching the out of the box e-commerce experience has been rolled out to 4 markets across UAE and Asia.
