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
Visual redesign
Design system creation
Navigation simplification
Visual redesign
Design system creation
Navigation simplification
BDK Parfums is a Parisian perfume house known for its elegant and expressive fragrances.
BDK Parfums is a Parisian perfume house known for its elegant and expressive fragrances.
Their previous e-commerce platform didn’t reflect that level of refinement. The interface was dense, the navigation unintuitive, and the overall look failed to convey the brand’s luxury identity.
Their previous e-commerce platform didn’t reflect that level of refinement. The interface was dense, the navigation unintuitive, and the overall look failed to convey the brand’s luxury identity.
I led a full redesign to elevate the online experience to the same standard as the brand itself: clean structure, editorial rhythm, and immersive visual storytelling, combining aesthetic direction with UX clarity.
I led a full redesign to elevate the online experience to the same standard as the brand itself: clean structure, editorial rhythm, and immersive visual storytelling, combining aesthetic direction with UX clarity.
Problem Statement
The original BDK Parfums website had many issues:
The original BDK Parfums website had many issues:
Disorganized hierarchy and hard-to-find collections
Inconsistent visual language and spacing
A generic e-commerce feel disconnected from the luxury market
Disorganized hierarchy and hard-to-find collections
Inconsistent visual language and spacing
A generic e-commerce feel disconnected from the luxury market
In short, it was functional but not desirable.
In short, it was functional but not desirable.
Luxury audiences expect a sensory, curated journey. My redesign goal was to craft an experience that felt slow, elegant, and intentional, closer to walking into a Parisian boutique than browsing an online shop.
Luxury audiences expect a sensory, curated journey. My redesign goal was to craft an experience that felt slow, elegant, and intentional, closer to walking into a Parisian boutique than browsing an online shop.
Problem Statement
The original BDK Parfums website had many issues:
Disorganized hierarchy and hard-to-find collections
Inconsistent visual language and spacing
A generic e-commerce feel disconnected from the luxury market
In short, it was functional but not desirable.
Luxury audiences expect a sensory, curated journey. My redesign goal was to craft an experience that felt slow, elegant, and intentional, closer to walking into a Parisian boutique than browsing an online shop.
Design Process
Wireframing
Wireframing
I simplified the user journey around three key entry points:
I simplified the user journey around three key entry points:
Discover the Brand
Explore the Collections
Shop the Products
Discover the Brand
Explore the Collections
Shop the Products
The wireframes focused on pacing and calm, more air, fewer distractions, better flow.
The wireframes focused on pacing and calm, more air, fewer distractions, better flow.
Navigation was reduced to essentials and designed mobile-first to ensure clarity at every viewport.
Navigation was reduced to essentials and designed mobile-first to ensure clarity at every viewport.
Design Process
Design System
Design System
Built in Figma, the design system ensured visual harmony and scalability:
Built in Figma, the design system ensured visual harmony and scalability:
Typography
Typography
A refined serif paired with a clean sans for modern contrast.
A refined serif paired with a clean sans for modern contrast.
Color palette
Color palette
White, navy, and subtle beige echoing product packaging and Parisian minimalism.
White, navy, and subtle beige echoing product packaging and Parisian minimalism.
Grid system
Grid system
Modular, allowing editorial flexibility while maintaining alignment.
Modular, allowing editorial flexibility while maintaining alignment.
Components
Components
Reusable product cards, flexible content blocks, unified image ratios.
Reusable product cards, flexible content blocks, unified image ratios.
Visual design
The new design positions BDK Parfums as a digital gallery of fragrance rather than a typical e-shop.
The new design positions BDK Parfums as a digital gallery of fragrance rather than a typical e-shop.
Hero sections use textured photography (water, fabric, skin) to evoke scent and emotion.
Editorial layout replaces clutter with rhythm and balance.
Product pages focus on scale, space and light, elevating each fragrance as an object of desire.
Simplified navigation transforms exploration into a calm, intuitive experience.
Hero sections use textured photography (water, fabric, skin) to evoke scent and emotion.
Editorial layout replaces clutter with rhythm and balance.
Product pages focus on scale, space and light, elevating each fragrance as an object of desire.
Simplified navigation transforms exploration into a calm, intuitive experience.
Final Design & Impact
Elevated Brand Perception
Elevated Brand Perception
A digital experience that finally feels as refined as the perfumes it represents.
A digital experience that finally feels as refined as the perfumes it represents.
Improved Usability
Improved Usability
Streamlined navigation and content hierarchy reduce friction and improve discoverability.
Streamlined navigation and content hierarchy reduce friction and improve discoverability.
Visual Consistency
Visual Consistency
A flexible, maintainable design system that can scale with future product lines.
A flexible, maintainable design system that can scale with future product lines.
Strategic outcome: The redesign transforms BDK’s digital presence into a powerful storytelling platform, one that nurtures brand trust and emotional engagement.
Strategic outcome: The redesign transforms BDK’s digital presence into a powerful storytelling platform, one that nurtures brand trust and emotional engagement.
Lessons Learned
Luxury thrives on restraint. Minimal elements, maximal presence.
Design systems are brand amplifiers. Consistency is what makes elegance scalable. A simple color palette and strict grid made every decision easier and every page feel intentional.
Navigation design is emotional. A smooth path creates confidence and desire.
Luxury thrives on restraint. Minimal elements, maximal presence.
Design systems are brand amplifiers. Consistency is what makes elegance scalable. A simple color palette and strict grid made every decision easier and every page feel intentional.
Navigation design is emotional. A smooth path creates confidence and desire.
Take a look at another one of my projects.
Take a look at another
one of my projects.
