Veronika
Savikina.

Project Goal:
Jimmy Choo was looking to improve its digital shopping experience while preserving the brand’s luxury positioning. The objective was to enhance engagement, simplify the shopping journey, and elevate visual clarity across key user flows such as product discovery, navigation, and checkout.

My Role:
As the Optimisation Design Manager, I led redesign of the main eCommerce platform, focusing on both functionality and brand expression. My goal was to find solutions and challenges within the main website and propose solutions and designs through testing and data research. I worked on redesign of PLP, PDP, Search, Navigation, Checkout, Email, Preference Center pages.

Key contributions:
Fully redesigned the Product Listing Page (PLP), improving product visibility, layout clarity, and interaction design.
Created a more intuitive Product Details Page (PDP) with clearer sizing, improved image zoom, streamlined messaging, and Apple Pay integration.
Led a complete overhaul of site navigation, building a more flexible taxonomy system that better reflected evolving product categories.
Collaborated cross-functionally with product, dev, and marketing teams, using analytics, user testing, and A/B experimentation to validate and refine designs.
Created personalised user-centred journeys throughout website interaction considering target audience.
Initiated and helped build a modular design system in Figma, enhancing cross-team efficiency and brand consistency.

Outcome:
The redesigned user journeys are now live on the official Jimmy Choo website and serve as a reference for ongoing platform development.
The new design successfully elevated both usability and brand alignment, improving the overall user experience.
After the first release of redesigned filters on PLP showed underperformance, we revisited the approach, leading to a better-performing second iteration.
This process demonstrated the value of flexible, iterative UX rooted in data and real-world testing.

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Redesigned search with smarter suggestions and simplified interface to reduce bounce from zero-result queries.
Overhauled navigation for mobile-first discovery and brand consistency – aligned with broader product family structure.
Elevated product detail experience through richer visuals, simplified messaging, and faster payment options (e.g., Apple Pay), contributing to lower drop-off rates.
Introduced Quick Buy feature to streamline size selection and reduce friction in the product decision process.
Improved user experience and conversion performance based on A/B test iterations and analytics data.

This redesign allowed me to rethink and improve nearly every major touchpoint of the Jimmy Choo eCommerce experience – from product discovery to checkout, and even transactional emails.
It was a complex, collaborative process involving multiple departments across the company. The feedback from teams – from marketing to operations – was extremely positive, which made this project deeply rewarding on a professional and human level.
I was especially proud of leading data-driven optimisations based on real user behaviour, analytics, and A/B tests – which grounded every design decision in real impact.
I worked from Jimmy Choo’s central London HQ, and the work we did supported a global rollout across the UK, US, Europe, and Asia.
I also implemented personalised user journeys via Dynamic Yield, tailoring content and product visibility to each user segment – improving both experience and commercial outcomes.