Aesop is one of Australia's iconic skincare brands with over 200 stores across the world. In response to the global pandemic I was task with crafting an immersive digital storefront for regions affected by store closures. The result was a natural extension of the brand ecosystem.

I was responsible for the the end-to-end e-commerce redesign, supported the rollout to 3 countries with localisation support and created a CX toolkit and training for distribution partners.

3

Weeks from kickoff to delivery

3.5%

Conversion within 60 days of launching

The challenge

With many parts of the world in lockdown due to the global pandemic, Aesop distributor partners needed to rapidly activate a digital storefront. Our challenge was to deliver an out of the box and scalable e-commerce experience that featured decentralised content management and a full toolkit that retained Aesop's brand essence and design language.

Brilliant basics

Given the urgency, the strategy was to focus on the key components of the digital experience. I prioritised key pages that were essential to an end-to-end e-commerce experience and created flexible and modular layouts that could be put together in various ways to serve the content.

Product confidence

Shopping at an 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.

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.