Lounge
Led the end-to-end redesign of Lounge's commerce experience as the brand transitioned from lingerie-first to a premium lifestyle platform increasing conversion by 8% year on year
Role
Senior Product Designer
SCOPE
Ecommerce UX and design systems
As the sole Product Designer at Lounge, I owned the full design process, from research and strategic framing through to delivery as the brand made a deliberate shift toward a more premium, lifestyle-focused identity. Working closely with product, analytics, and engineering.
• Enabled Lounge's transition to a scalable lifestyle platform, supporting new category launches without rebuilding core patterns
• Built and implemented a reusable design system across navigation, PLP, PDP, and cart — reducing component duplication and accelerating design-to-dev handoff
• Partnered with analytics to identify drop-off points, using behavioural data to prioritise the highest-impact areas of the journey
The existing navigation and product layouts were designed for a limited product range. As new categories were introduced, the experience became harder to scale, less flexible, and increasingly inconsistent across journeys.
This affected:
Product discoverability
Content hierarchy
The perception of a premium brand experience
Before: Legacy navigation and product detail experiences were designed around a narrower product range, using rigid grid-based layouts.
Defining the Product Strategy
Hypothesis
If we improve hierarchy, navigation clarity, and browsing flexibility across the journey, users will feel more confident exploring larger ranges — leading to stronger engagement and conversion.
To guide decision-making, I defined a small set of experience principles that applied holistically across PDPs, PLPs, cart, and navigation.
Experience Principles
Design for scale — layouts and patterns needed to support future category growth
Reduce design debt — prioritise reusable components over one-off solutions
Elevate perception — evolve the visual language without sacrificing usability
Discovering the Opportunity
Analytics showed that over 97% of Lounge traffic came from mobile. I collaborated with the analytics team to map behavioural patterns across session recordings and funnel data, identifying browsing drop-off as the primary friction point rather than checkout abandonment.
Behavioural data and session recordings confirmed that drop-offs occurred primarily while browsing, especially as Lounge introduced higher-priced, more considered clothing items.
Opportunity
Shift the experience from transaction-led to browse-led by designing a mobile-first discovery journey that encouraged exploration, improved product understanding, and better reflected Lounge’s move toward a more premium, lifestyle-focused brand.
The Visual Language
Insight
With the vast majority of users shopping on mobile, small inefficiencies had an outsized impact on engagement and conversion.
Decision
Rather than adapting desktop designs for mobile, I designed mobile-first, ensuring:
Clear content prioritisation
Accessible tap targets
Simplified navigation pathways
Below is an example of the updated PLP grid controls, designed to support different browsing behaviours on mobile. Users can switch between a focused single-product view, a standard two-column layout, or a more aspirational overview that enables faster scanning across larger product ranges.
The Outcome
User behaviour data confirmed that Lounge customers valued the platform's clean, simple UX, any redesign needed to respect that familiarity while introducing a more refined, premium feel, which I believed had been achieved through these visual enhancements.
Design decisions were guided by four key focus areas:
Navigation & Discovery — clearer pathways to products and categories
PLP — improved hierarchy, spacing, and product scannability
PDP — stronger visual storytelling with clearer decision points
My Bag — simplified structure to support confident checkout behaviour
The Design System Impact
Rather than rebuilding the system, core tokens and components were refined to support a more premium expression while maintaining functional consistency.
Focus areas
Refined spacing, rhythm, and corner treatments
Standardised global components across journeys
Scalable patterns designed for reuse
The outcome was a leaner, more consistent system that reduced duplication across the component library and gave the engineering team clearer patterns to build against, shortening the feedback loop between design and development.
Results & Impact
The redesign delivered measurable improvements across the journey:
+8% increase in conversion year on year
Improved engagement on PLPs and PDPs
Higher adoption of reusable components
Stronger alignment between brand perception and experience
This project reinforced the importance of designing for scale from the start, not just solving the immediate problem, but building foundations the team can grow on. Balancing conversion performance with brand elevation was the core challenge throughout, and it's a tension I'd want to keep exploring, particularly as Lounge continues expanding into new categories. Looking ahead, I'd invest in deeper longitudinal testing to validate the design decisions over time and explore personalisation within discovery flows.
