Helping luxury brands create virtual shopping experiences (NDA)
I worked with a London-based technology company as their founding Product Designer, helping shape a platform that enabled brands to create immersive 3D shopping experiences.
Over the next year, I worked across the product from end to end, designing core user flows, refining the experience through multiple iterations, and building a design system that grew alongside it. Beyond the product, I also contributed to the brand, marketing website, pitch decks, and other customer-facing experiences.
Details are limited due to NDA.
Designing the virtual store journey
I led the product design for the platform used by luxury brands to create and manage interactive 3D shopping experiences.
Working closely with the CEO, product manager, and engineering team, I translated product ideas into clear user flows and designed the experience from end to end. This included onboarding, store creation, product management, environment customisation, publishing, subscriptions, and the everyday workflows needed to keep a virtual store running.
As the product evolved, I continued refining the experience, simplifying complex workflows, and making sure new features felt like a natural extension of the product rather than separate additions.
Goal
The goal was to help brands launch a virtual store through a simple step-by-step experience instead of relying on developers or lengthy onboarding.
We focused on:
• Creating a store in a few guided steps.
• Making product uploads and environment customisation easy to understand.
• Supporting changes after launch without rebuilding the store.
• Keeping the experience consistent as new features were introduced.
Designing around the journey
I designed the platform around the complete journey of building a virtual store rather than treating each feature separately.
A user could create a store, upload products, organise collections, customise the virtual environment, manage subscriptions, publish their experience, and continue making changes after launch, all from the same platform.
As new features were introduced, I kept revisiting existing flows instead of adding new ones alongside them. The goal was to make the product grow without making it harder to use.
Finding what didn't work
Not every decision survived.
One example was subscriptions. We initially asked users to choose a plan before creating their virtual store. During testing, we realised this created unnecessary friction, so we moved subscriptions to different points in the journey, allowing users to decide when they were ready.
We made similar changes across the product, from environment customisation to product merchandising, simplifying the experience as we learned more about how people actually used it.
Designing beyond the dashboard
The product wasn't the only thing I designed.
Alongside the platform, I worked on the company's website, brand identity, pitch decks, whitepapers, and marketing material. I also designed virtual shopping experiences for luxury brands using the same platform, which helped us identify gaps and improve the product over time.
Outcomes
By the end of the project, we had built a platform that allowed luxury brands to create and manage virtual shopping experiences through a guided, no-code workflow.
Just as importantly, we established a design system and reusable patterns that supported the product as new features continued to be introduced.
