BDK Parfums
BDK Parfums
Reimagining luxury fragrance e-commerce
Reimagining luxury fragrance e-commerce
Reimagining luxury fragrance e-commerce
Role
Solo Designer (end-to-end)
Solo Designer (end-to-end)
Tools
Figma
Figma
Duration
3 weeks
3 weeks
Focus
UX Audit
Wireframing
Design System
UI Design
overview
BDK Parfums is a Parisian perfume house known for its elegant, expressive fragrances. Their e-commerce platform didn't match that standard. Dense layout, inconsistent visual language, unintuitive navigation. Functional, but not desirable.
BDK Parfums is a Parisian perfume house known for its elegant, expressive fragrances. Their e-commerce platform didn't match that standard. Dense layout, inconsistent visual language, unintuitive navigation. Functional, but not desirable.
The brief was to bring the digital experience up to the level of the brand itself.
The brief was to bring the digital experience up to the level of the brand itself.
The problem
Luxury audiences don't browse, they explore. The existing site forced them to work too hard: buried collections, no clear hierarchy, a generic e-commerce structure that could have belonged to any brand.
Luxury audiences don't browse, they explore. The existing site forced them to work too hard: buried collections, no clear hierarchy, a generic e-commerce structure that could have belonged to any brand.
The gap between physical and digital experience was eroding brand trust before a single product was even considered.
The gap between physical and digital experience was eroding brand trust before a single product was even considered.
The approach
I restructured the user journey around three entry points: discover the brand, explore the collections, shop the products. Simple in principle, but each required deliberate decisions about pacing, hierarchy, and what to remove.
I restructured the user journey around three entry points: discover the brand, explore the collections, shop the products. Simple in principle, but each required deliberate decisions about pacing, hierarchy, and what to remove.
Navigation was stripped to essentials. Wireframes were built mobile-first, testing clarity at every viewport before touching visual design.
Navigation was stripped to essentials. Wireframes were built mobile-first, testing clarity at every viewport before touching visual design.
Design System
Built in Figma. A refined serif paired with a clean sans-serif. White, navy, and warm beige drawn from the product packaging. A modular grid allowing editorial flexibility without sacrificing alignment. Reusable components: product cards, content blocks, unified image ratios.
Built in Figma. A refined serif paired with a clean sans-serif. White, navy, and warm beige drawn from the product packaging. A modular grid allowing editorial flexibility without sacrificing alignment. Reusable components: product cards, content blocks, unified image ratios.
The system was designed to scale, so every future product line would inherit the same visual discipline automatically.
The system was designed to scale, so every future product line would inherit the same visual discipline automatically.
Visual direction
The redesign positions BDK as a digital gallery, not a shop. Hero sections use textured photography to evoke scent and materiality. Product pages prioritise scale, light, and negative space. Editorial rhythm replaces visual noise.
The redesign positions BDK as a digital gallery, not a shop. Hero sections use textured photography to evoke scent and materiality. Product pages prioritise scale, light, and negative space. Editorial rhythm replaces visual noise.
The result feels closer to entering a Parisian boutique than loading an e-commerce page.
The result feels closer to entering a Parisian boutique than loading an e-commerce page.
What I learned
Luxury is an editorial problem as much as a visual one. Restraint is a design decision. And a well-built system doesn't just ensure consistency, it makes every subsequent decision faster and more confident.
Luxury is an editorial problem as much as a visual one. Restraint is a design decision. And a well-built system doesn't just ensure consistency, it makes every subsequent decision faster and more confident.
Take a look at another one of my projects.
Take a look at another
one of my projects.
