Diageo • UX Design Lead • 2023
Driving global e-commerce growth for Johnnie Walker
UX / CX Strategy
Positioning Johnnie Walker as a luxury icon through launching a premium e-commerce experience in the US, UK, and Brazil.
Overview
Modern consumers expect a seamless and immersive shopping experience, especially when engaging with luxury brands. To strengthen its global online presence and drive discovery of its premium whisky range, Johnnie Walker needed an integrated digital strategy to enhance engagement and conversion.
We redefined Johnnie Walker’s e-commerce experience, positioning it as a contemporary luxury icon. By optimising product discovery and purchase flows, we created a connected digital ecosystem that elevated brand perception, deepened customer engagement, and increased sales.
The approach:
Strategic digital transformation – developed a UX strategy to create a seamless, immersive omnichannel experience across all touchpoints.
Customer-centric journeys – defined behavioural profiles and personas to map purchase motivators and barriers, delivering a personalised shopping experience.
Premium brand expression – partnered with UI design and Diageo’s brand team to craft a visually compelling, high-end digital experience.
Global & Local Adaptation – leveraged Shopify to build a flexible, localised e-commerce framework, ensuring compliance with alcohol sales regulations in the US, Brazil, and the UK.
My role
UX Design Lead, working closely with the PM, Head of Design, UI designers, and key Diageo stakeholders.
Results & impact
+81%
Uplift in time spent on site.
#1
Purchase destination.
175%
YoY increase in returning users.
Case study coming soon.