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Estée Lauder

The New Holiday Shopping: An Immersive Virtual Experience

My Role

Owned end-to-end product design
Created flexible 3D layouts & UI patterns for e-commerce
Coordinated across 15+ team members including external vendors

Team

15+ members Creative Directors
Art Directors
Animation Studio
Engineers
Production Artists
Photographers
Project managers

Contribution

3D Concept Design
Virtual Experience
Interaction Design

Timeline

12 months

Results

+6%

social engagement

+4%

Gen Z customers

Exceeded holiday gift set

conversions

Confidentiality Note

Some process artifacts related to this project are confidential and available upon request.
Please reach out for more details.

Estée Lauder

The New Holiday Shopping: An Immersive Virtual Experience

My Role

Owned end-to-end product design
Created flexible 3D layouts & UI patterns for e-commerce
Coordinated across 15+ team members including external vendors

Team

15+ members Creative Directors
Art Directors
Animation Studio
Engineers
Production Artists
Photographers
Project managers

Contribution

3D Concept Design
Virtual Experience
Interaction Design

Timeline

12 months

Results

+6%

social engagement

+4%

Gen Z customers

Exceeded holiday gift set

conversions

Confidentiality Note

Some process artifacts related to this project are confidential and available upon request.
Please reach out for more details.

Hainan Duty Free Pop-up – Adapting immersive retail to global digital engagement amid travel restrictions.

The Challenge

COVID disrupted holiday shopping, requiring redesign of online journey to boost digital engagement and sales

Business Goals

Enhance Online Conversion Rates

Focus on holiday gift sets

Customer Attraction and Retention

Use innovative technology for customer retention

Improve Customer Satisfaction and Loyalty

Deliver engaging, immersive experience

In response to the COVID-19 pandemic, Estée Lauder embarked on a transformative digital initiative to redefine the holiday shopping experience. The creation of an Immersive 3D Virtual Holiday Shop aimed to maintain customer engagement and drive online sales during a period of reduced physical store traffic.

Business Context

Hainan Duty Free Pop-up – Adapting immersive retail to global digital engagement amid travel restrictions.

Business Goals

Enhance Online Conversion Rates

Focus on holiday gift sets

Customer Attraction and Retention

Use innovative technology for customer retention

Improve Customer Satisfaction and Loyalty

Deliver engaging, immersive experience

Key Insight

Customers missed the in-store discovery experience, which became a focal point for the digital strategy.

Campaign with first ever 3D avatars

Discovery Process

To understand user pain points and improve the experience, I conducted comprehensive research:

To understand user pain points and improve the experience, I conducted:

Customer Insights

Conducted remote interviews revealing customers' desire for the personal touch found in-store.

Behavioral Analysis

Analyzed online shopping behaviors during the pandemic to pinpoint opportunities for digital enhancement.

Competitive Benchmarking

Identified differentiation opportunities by reviewing the luxury beauty sector.

Collaborative Workshops

Facilitated cross-functional team alignment on bridging technical possibilities with consumer needs.

Problem 1 - Loss of In-Store Engagement

Recreate the sensory and personal experience of in-store shopping.

Solution

Created an interactive 3D virtual environment replicating the luxurious in-store shopping experience with dynamic product exploration.

Problem 1 - Loss of In-Store Engagement

Recreate the sensory and personal experience of in-store shopping.

Solution

Created an interactive 3D virtual environment replicating the luxurious in-store shopping experience with dynamic product exploration.

Problem 1 - Loss of In-Store Engagement

Recreate the sensory and personal experience of in-store shopping.

Solution

Created an interactive 3D virtual environment replicating the luxurious in-store shopping experience with dynamic product exploration.

Exploring the immersive virtual world

Problem 1 - Loss of In-Store Engagement

Recreate the sensory and personal experience of in-store shopping.

Solution

Created an interactive 3D virtual environment replicating the luxurious in-store shopping experience with dynamic product exploration.

Exploring the immersive virtual world

Problem 2 - Limited Digital Interaction

Make online shopping more engaging and entertaining.

Solution

Designed 'spin the wheel' feature to email marketing, creating pre-visit excitement similar to in-store promotions.

Problem 2 - Limited Digital Interaction

Make online shopping more engaging and entertaining.

Solution

Designed 'spin the wheel' feature to email marketing, creating pre-visit excitement similar to in-store promotions.

Problem 2 - Limited Digital Interaction

Make online shopping more engaging and entertaining.

Solution

Designed 'spin the wheel' feature to email marketing, creating pre-visit excitement similar to in-store promotions.

Physical retail reimagined for digital engagement

Problem 2 - Limited Digital Interaction

Make online shopping more engaging and entertaining.

Solution

Designed 'spin the wheel' feature to email marketing, creating pre-visit excitement similar to in-store promotions.

Physical retail reimagined for digital engagement

Problem 3 - Technical Constraints

Required a rapid deployment within existing technical frameworks and budget constraints, which precluded the development of a fully custom 'add to cart' feature.

Solution

Integrated virtual store with existing e-commerce infrastructure to meet timelines and budget while ensuring seamless shopping.

Problem 3 - Technical Constraints

Required a rapid deployment within existing technical frameworks and budget constraints, which precluded the development of a fully custom 'add to cart' feature.

Solution

Integrated virtual store with existing e-commerce infrastructure to meet timelines and budget while ensuring seamless shopping.

Problem 3 - Technical Constraints

Required a rapid deployment within existing technical frameworks and budget constraints, which precluded the development of a fully custom 'add to cart' feature.

Solution

Integrated virtual store with existing e-commerce infrastructure to meet timelines and budget while ensuring seamless shopping.

Problem 3 - Technical Constraints

Required a rapid deployment within existing technical frameworks and budget constraints, which precluded the development of a fully custom 'add to cart' feature.

Solution

Integrated virtual store with existing e-commerce infrastructure to meet timelines and budget while ensuring seamless shopping.

Integrating established design system into virtual environment

Development Process

To understand user pain points and improve the experience, I conducted:

3D Product Visualization

Developed high-quality 3D renderings and interactive elements to enrich the user interface

Prototyping and Testing

Employed iterative design processes based on user feedback to refine navigation and user interaction

Technical Development & Launch

Collaboration with engineering to ensure a technically sound, seamless launch

Future Outlook

The project has set new benchmarks in digital retail within the luxury beauty sector and demonstrated the effectiveness of advanced technology combined with customer-centric design. Estée Lauder continues to innovate, using insights from this project to enhance both online and in-store customer experiences, ensuring that the brand remains at the forefront of the digital and omnichannel retail strategy.

Let's build something together

Let’s turn your ideas into impactful digital products.

View Resume

Let's build something together

Let’s turn your ideas into impactful digital products.

View Resume

Let's build something together

Let’s turn your ideas into impactful digital products.

View Resume

Let's build something together

Let’s turn your ideas into impactful digital products.

View Resume

About

Work

Contact

About

Work

Contact