Revolutionizing Luxury Baby Gifting Through Seamless Digital Experience
How innovative user journey design and cross-platform integration enhanced Dior's gift list service, delivering personalized luxury experiences across digital and retail touchpoints
CLIENT
BUDGET
$2.1K
DURATION
6 MONTHS
ROLE
Lead UX/UI Designer
SOFTWARES
Role
Cross-functional collaboration with Senior Designer, Product Managers, Engineers, and Accessibility Experts
Platform & Scope
Mobile 3 months for discovering
Tools & Methods
Figma, Figjam, Maze Usability testing, Card sorting, Journey mapping
Discover
Define
Ideate
Design
Test
CONTEXT
How we transformed an in-store luxury ritual into a scalable, omnichannel gifting experience. Luxury gifting at Dior is deeply personal, emotional, and highly curated. But behind the scenes, the process was fragmented, manual, and difficult to scale across boutiques and digital touchpoints. The challenge wasn't just designing a new feature — it was translating a luxury service experience into a seamless digital journey without losing its emotional value.
THE PROBLEM
A luxury experience held together by manual workarounds
01
Baby Dior gift lists were traditionally managed through:
- In-store assistance
- Manual tracking
- Disconnected systems
- Limited visibility for gifters
01
This resulted in:
- Friction for sales assistants
- Limited autonomy for customers
- No unified experience between boutique and web
- A service that didn't scale internationally
Despite the emotional importance of the moment (births, celebrations, milestones), the experience itself felt operationally heavy and digitally fragile.
THE DESIGN CHALLENGE
How might we create a luxury, intuitive gifting experience that...
- Works seamlessly across in-store and web
- Supports different user roles (giftee, gifter, sales assistant)
- Preserves Dior's brand standards
- Scales across markets and boutiques
RESEARCH & DISCOVERY
Understanding needs across roles and contexts.
We mapped the ecosystem by focusing on three distinct user roles:
01
The giftee
(often a parent, time-poor, emotionally involved)
02
The gifter
(seeking guidance, reassurance, elegance)
03
The sales assistant
(needing speed, clarity, and reliability)
Research methods.
- Stakeholder interviews (retail & digital teams)
- Process mapping of in-store flows
- Analysis of existing pain points and errors
KEY INSIGHTS
- Gift lists are emotionally driven, but operationally complex
- Sales assistants needed tools that reduced friction, not added steps
This wasn't just a UX problem — it was a service design challenge.
EXPERIENCE STRATEGY
Designing for clarity, confidence, and continuity
Role-based clarity
Each user needed a tailored experience without exposing system complexity.
Guided, not overwhelming
Support decision-making while maintaining a sense of elegance and calm.
Omnichannel continuity
The experience had to feel consistent whether started in boutique or online.
ITERATION & CONCEPT DEVELOPMENT
From fragmented flows to a unified system
- User roles and permissions
- Information architecture
- Gifting flows
- Integration between retail and web
Each iteration was validated internally with:
- Retail teams
- Product stakeholders
- Dior design guidelines
This allowed us to balance luxury perception with operational efficiency.
THE EXPERIENCE
In-store: empowering sales assistants
The in-store flow focused on:
- Fast creation of gift lists
- Clear overview of selected items
- Reduced manual errors
- A smoother, more confident interaction with customers
Web: enabling autonomy for gifters
The web experience allowed gifters to:
- Access the list remotely
- Understand product availability
- Purchase confidently without in-store support
- Experience a consistent Dior aesthetic
VISUAL & SYSTEM INTEGRATION
Translating luxury into digital consistency
- Dior's design system
- Typography, spacing, and tone guidelines
- Content strategy across markets
The goal wasn't innovation for its own sake — but coherence, restraint, and elegance.
The final solution delivered:
Most importantly, it allowed Dior to modernise a core service without compromising its brand values.
KEY LEARNINGS
What worked well
01
Treating the project as a service design challenge
02
Designing across roles, not just screens
03
Close collaboration with retail and brand teams
What I'd improve next time
01
Earlier validation with end customers
02
Deeper exploration of personalisation
03
More data-driven measurement post-launch
FINAL REFLECTION
This project reinforced that luxury UX is about restraint, trust, and emotional continuity — not feature density.
Experience the journey yourself — link to see the website (Baby Dior Gift List).