Discovery and ideation
During the discovery phase, we collaborated closely with Edrington's brand, product, and development teams. Together, we defined the context and scope for each improvement and identified quick wins for immediate design and implementation. We then focused on more complex design improvements, employing user journey mapping, wireframes, design concepts, prototyping, and testing.
The core design challenge was to bring themacallan.com in line with other luxury brand e-commerce experiences. We aimed to strike a balance between the product and brand storytelling necessary to captivate prestigious customers, while incorporating best practices in e-commerce for optimal outcomes.
During the design phase, we prioritised a mobile-first approach, carefully documenting user flows, interactions, and high-fidelity designs. We also created a component library to ensure consistency and efficiency during development. These practices allowed us to seamlessly transition from design to development, resulting in a cohesive and visually appealing end product.
The project delivered a luxury brand website that seamlessly integrated e-commerce functionality, while retaining the essential elements of product and brand storytelling that are integral to The Macallan customer experience.
We are honoured to be a key design partner for Edrington, supporting their exceptional team in the ongoing transformation of their digital channels, and ensuring the delivery of exceptional customer experiences.