Case study for Burberry — 2023
Rebuilding the product page around a new creative vision.
Ten months of research, design and delivery to bring Daniel Lee's reimagined Burberry through its digital front door.
Role
Supporting & leading the end-to-end PDP redesign
Timeline
10 months · Jan – Sept 2023
Discipline
UX/UI · Product Design · UX Research
Tools
Figma · Protopie · UserTesting · ContentSquare
Approach
A new creative vision meets a legacy product page.
0.0%
of transacting customers were scrolling far enough to reach product details before the redesign. Scroll depth was declining — the page was working against the very moment it was supposed to enable.
I ran weekly stakeholder interviews across the business — from Merchandising to Aftercare — and paired them with continuous user testing on the live PDP. Findings were shared in weekly playback sessions with designers, researchers, PMs, BAs and analytics, so the whole team moved on the same evidence. The research surfaced a three-tier hierarchy of customer expectations that anchored every design decision, and gave us a way to prioritise which quick wins to release first and which longer plays to earn our way toward.
Deep dive & research
Jan – Feb 2023
Design & user testing
Feb – May 2023
Refinement & delivery
Jun – Aug 2023
Launch & learn
Sept 2023
The redesign
Let the imagery do the selling.
The old gallery buried the product behind chrome. The redesign gives imagery the full width of the viewport, pulls the key buying information — price, colour, size — into a single decision block, and groups details by what the research surfaced: what it is, how it fits, and what happens after you buy. Storytelling modules like Signature Details sit below the purchase, so the page can be editorial without getting in its way.
The numbers, sixty days in.
0
new customer-facing improvements designed and released
+0%
add-to-bag rate on the PDP (3.8% uplift)
+0
NPS points for 'ease of finding information'
0%
image gallery click-through, almost doubled from 5%
+0%
global conversion rate