Hammitt is a luxury accessories brand based in Los Angeles, with handbags at its heart. My assignment was to create a digital experience that balances online shoppers’ practical needs with Hammitt’s memorable sophistication and style.

I was involved throughout the entire project’s life cycle: I oversaw strategy, UX, creative, A/B testing, optimization, development, and analytics. I also served as a hands-on designer.

As part of the engagement, I conceived a strategy based on in-depth costumer insights and the previous website’s usage data, both of which informed UX and design. I was able to overhaul the website’s primary purchase funnel, from the homepage to the product detail page. This resulted in an immediate 83% increase in conversion rates within the first month after re-launch. Additional tests and optimization plans are currently ongoing.