Project overview

As a Senior Designer in the digital team at Harrods, I specialised in the UI/UX design and helped lead the creative direction with omni-channel campaigns. I introduced Sketch as a fundamental tool for managing their design system, which contained a comprehensive library of modular components.

Stella McCartney

Harrods were digitally relaunching the brand to coincide with the release of their new collection. The aim of this campaign was to show bold colours and texture with an abstract and modern execution. I was responsible for creatively leading the digital direction for their online presence and ensuring the brand’s vision was represented in the right way.

I understood what we were trying to achieve with the campaign, then proceeded to work closely with the UX team to craft designs that positively impacted the user’s experience and journey. This involved wireframing with the user-centric data that we have at our disposal, understanding the audience and their shopping habits, defining customer personas and tailoring content and products precisely.

Like with any omni-channel campaign, there were lots of moving parts to the collaboration. I collaborated with Publishing who organised the shoot, plus Trade, Marketing and Content teams. In addition, I delivered feedback and amendments on post-production editing of the captured content.

As a digital team, we were in constant communication with other departments to ensure the campaign moved forward efficiently and hit the deadlines for going live.

The online brand launch went very well and saw good conversion rates and teams across the campaign hit their strategic goals. We did this by having purpose behind our creative and strategic decisions, assisted by our insights into data and previous learning.

Breitling

In parallel to the digital refresh of Fine Watches, a boutique destination on the Harrods website, we were tasked with creating more of an engaging brand presence for Breitling. Heritage and storytelling is a major part of any fine watch brand, and the goal here was to creatively extract this across all touch points.

After becoming more involved in heading up the digital direction for Fine Jewellery & Watches on the website, I decided to visit the watch brands in-store to physically experience the world of luxury timepieces and further familiarise myself with Breitling.

We effectively redefined the brand online and shed light on their range of exquisite watches, rich history and heritage. We wanted their story as a watchmaker to shine through.

CHANEL London Studio

CHANEL launched an interactive makeup studio called CHANEL London Studio, which featured inside the store at Harrods. It was a first of its kind, being an experimental space to showcase full beauty collections and various beauty services. They were one of the first brands I worked with when joining Harrods.

This campaign spanned multiple channels, so I liaised with the Beauty team who prepared the brief which covered in-store, online, social media and art direction for content creation.

Before visiting the location within Harrods, I wanted to work through the UX process to better understand what our goals were with the digital experience. The task was taking an analog experience and translating that into a digital platform.

With alternating trends throughout the year such as themes and palettes, there would be a constant refresh of content to keep it up-to-date and aligned with the physical space. I worked directly with the CHANEL London and Paris teams to lead the creative direction with the photographers and videographers to capture the vision.

‘Rarity’ by Harrods

Rarity was a big omni channel campaign showcasing the most exclusive and luxury products from a carefully curated list. One off creations or limited runs, only found online and in-store. This campaign was an in-store first experience, that we brought to life online.

It was mainly store focused but we decided to bring it to life online. In doing so, this spanned many different divisions across Hammersmith and Knightsbridge, and we all became aligned to produce a digital environment for this campaign.

It was mainly store focused but we decided to bring it to life online. In doing so, this spanned many different divisions across Hammersmith and Knightsbridge, and we all became aligned to produce a digital environment for this campaign.

It was mainly store focused but we decided to bring it to life online. In doing so, this spanned many different divisions across Hammersmith and Knightsbridge, and we all became aligned to produce a digital environment for this campaign.

It was mainly store focused but we decided to bring it to life online. In doing so, this spanned many different divisions across Hammersmith and Knightsbridge, and we all became aligned to produce a digital environment for this campaign.