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.
Weeks from kickoff to delivery
Conversion within 60 days of launching
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.
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.
To allow the platform to scale across many markets we took an evergreen approach to the content design, components and pages. This reduced the need for content production and governance, ensuring that the experience would stay continually relevant agnostic of seasons and audiences.
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.
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.
Since launching the out of the box e-commerce experience has been rolled out to three international regions and has enabled over $500k of online trade.