The Macallan

Inspired by the fresh business challenges resulting from Covid19, ecommerce has grown in importance for The Macallan, and therefore the need for an exceptional end-to-end ecommerce experience for customers.

The challenge

To conceive and design improvements to provide a clearer, more intuitive and more compelling purchase experience.

The outcome

By integrating the product catalogue on the brand website with the stand-alone shop we created a rich and seamless ecommerce experience befitting the luxury nature of the brand.

Discovery and ideation

In Discovery we collaborated with Edrington’s brand, product and development teams to define the context and scope for each improvement, and identify quick-wins for immediate design and implementation. We then moved more complex design improvements to user journey mapping, wireframes, design concepts, prototyping and testing.

Solution design

The core design challenge was to bring more in line with other luxury brand ecommerce experiences. As a luxury product, this meant balancing the product and brand storytelling required for such prestige customers whilst integrating best practice ecommerce first principles and outcomes.


In design we adopted a strict mobile first approach. For development we produced full annotations of user flows, user interactions, high fidelity designs plus a component library.


The result of the project is a luxury brand website that seamlessly integrates ecommerce functionality while maintaining the product and brand story elements essential to The Macallan customer experience. We are delighted to be a key design partner to Edrington, supporting their exceptional team in the ongoing transformation of their digital channels to deliver exceptional customer experiences.

Let’s create something amazing together

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