Enhancing the digital experience for 200k+ customers
Integrating CHANEL's global guidelines for the local market
Developed a localised design guideline and created essential user flows to adapt the global design for the Korean market, ensuring a seamless and compliant user experience.
Developed a localised design guideline and created essential user flows to adapt the global design for the Korean market, ensuring a seamless and compliant user experience.
Company
CHANEL
Services
Mobile Design & Market Integration
Industries
Luxury Retail & E-commerce
Date
2024
CHANEL’s beauty membership program, La Collection, was designed to enhance customer engagement by offering exclusive rewards for beauty product purchases. As a designer on the CHANEL Tech team, I spearheaded the mobile user experience for the Korean market, which has over 200,000 existing users. I was responsible for designing key pages and the sign-up process, with the goal of creating an interface that was both culturally appropriate and seamlessly integrated with CHANEL’s global branding.
CHANEL’s beauty membership program, La Collection, was designed to enhance customer engagement by offering exclusive rewards for beauty product purchases. As a designer on the CHANEL Tech team, I spearheaded the mobile user experience for the Korean market, which has over 200,000 existing users. I was responsible for designing key pages and the sign-up process, with the goal of creating an interface that was both culturally appropriate and seamlessly integrated with CHANEL’s global branding.
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Visit the official website
CHANEL beauty membership program: La Collection (click)
Visit the official website
CHANEL beauty membership program: La Collection (click)
The global design guidelines were optimised for English, making the AS-IS version feel unnatural when applied to the local market
Challenge
The global design guidelines were not optimised for Korean characters, requiring adjustments for a more polished and functional local experience. Additionally, Korea’s sign-up process differed significantly from other markets, with legal requirements such as mobile number verification and additional consent for marketing purposes. These complexities made it essential to create a localised design framework while maintaining CHANEL’s high-end brand image.
The global design guidelines were not optimised for Korean characters, requiring adjustments for a more polished and functional local experience. Additionally, Korea’s sign-up process differed significantly from other markets, with legal requirements such as mobile number verification and additional consent for marketing purposes. These complexities made it essential to create a localised design framework while maintaining CHANEL’s high-end brand image.
Due to legal and NDA restrictions, the design guidelines I developed cannot be publicly disclosed
Approach
Outcome
The new design successfully integrated CHANEL’s global branding with the specific needs of the Korean market, creating a seamless and legally compliant user experience. By addressing usability issues and regulatory challenges, the updated membership flow improved accessibility, engagement, and overall customer experience for hundreds of thousands of users.
The new design successfully integrated CHANEL’s global branding with the specific needs of the Korean market, creating a seamless and legally compliant user experience. By addressing usability issues and regulatory challenges, the updated membership flow improved accessibility, engagement, and overall customer experience for hundreds of thousands of users.
