KIKO Milano
E-commerce & Loyalty UX Redesign
Role
Senior UI & UX Product Designer
Platforms
iOS/Android Mobile, Web
Duration
1 year
Challenge & Goal
CHALLENGE
Ecosystem Redesign: E-Commerce, CRM & Loyalty
KIKO Milano’s digital ecosystem suffered from severe fragmentation across its e-commerce platform, email communications, and loyalty program. Visually inconsistent product pages, under-optimized email re-engagement campaigns, and obscured loyalty touchpoints left high-value customers under-engaged. The goal was an end-to-end redesign to unify these critical touchpoints into a single, conversion-optimized system that boosts retention, drives engagement, and scales seamlessly across global markets.
GOAL
✓ Unify the brand experience across digital and physical touchpoints, including web pages, email communications, e-commerce platforms, and in-store shopping experiences, through digital products
✓ Increase e-commerce conversion rate through improved product page UX
✓ Align e-commerce UI with email design language for brand consistency
✓ Improve loyalty programme visibility and drive points redemption
✓ Redesign email communication flows to boost CTR and re-engagement
✓ Unify brand experience across US, EU, and UAE markets
Design Process
Uncovering the Friction
I started by diving deep into the existing ecosystem, mapping out customer journeys across touchpoints such as emails, product detail pages, and loyalty flows. Using a mix of usability expert review, behavioral data insights, and performance analytics, I identified the key points where users were dropping off or experiencing friction.
Shaping the Strategy
With data in hand, I collaborated closely with product, marketing, and development teams to align our scope with core business goals. We prioritized redesign efforts based on their potential business impact, while establishing core localization and technical requirements right from the outset. Crucially, our strategy directly addressed the high drop-off rates where customers were abandoning the ecosystem due to fractured cross-platform experiences and disconnected email retention flows.
MY ROLE
While the broader project scope covered the KIKO digital platform, my specific ownership was the email communication layer and the omnichannel journey architecture that connected it to the web and physical retail experience.
I designed the full email template system, defining layout logic, content hierarchy, and component rules for transactional, promotional, and loyalty-trigger emails. Beyond the UI, I mapped the end-to-end user flow from email receipt through to in-store redemption, identifying the friction points where customers were dropping out of the journey: unclear CTAs that landed on generic web pages, loyalty status that wasn't surfaced at the moment of highest motivation (post-purchase), and no continuity between what a customer saw in their inbox and what they encountered at the till.
KIKO MIlano
Workspace
Audit & Research: Reviewed the end-to-end email programme, analysing template structure, CTA patterns, and post-click user journeys. Identified key friction points including broken continuity between email and web, lack of visible loyalty status at high-intent moments, and no clear digital-to-store handoff.
Email Template System: Designed a modular email component library for transactional, promotional, and loyalty-triggered communications. Each template followed a clear content hierarchy with a single primary CTA, while surfacing loyalty status and reward progress above the fold where relevant.
Journey mapping: Mapped the full omnichannel user journey across touchpoints: email trigger, web landing, loyalty dashboard, CTA to store, in-store POS interaction, and post-visit follow-up. Worked with the CRM and retail operations teams to validate what was technically and operationally feasible at each stage.
Stakeholder alignment: Facilitated working sessions with the CRM, marketing, and retail teams to align on customer segments, trigger logic, and in-store implementation constraints before designing any templates. This avoided the common failure mode of email programmes that are well-designed in isolation but break down at the physical touchpoint.
Results
Reflection
This project was about looking beyond individual screens and understanding the entire customer journey. By combining research, testing, and collaboration with cross-functional teams, I was able to identify key friction points and turn them into opportunities for improvement. The result was a more intuitive and scalable experience that not only addressed user needs but also supported long-term business goals across different markets.
What I found particularly valuable was gaining a deeper understanding of how different platforms, channels, and business processes connect throughout the customer lifecycle. Exploring these relationships inspired me to think beyond isolated interactions and focus on creating a more seamless experience between digital and in-store touchpoints, ultimately supporting a smoother purchasing journey for customers wherever they choose to engage with the brand.