KIKO Milano
Role
Senior UI & UX Product Designer
Platforms
iOS/Android Mobile, Web
KIKO Milano Metrics: The redesign increased engagement and conversion across the customer journey, driving +34% email CTR, +22% product page conversion, +41% loyalty points redemption, and +28% 90-day repeat purchases.
CONTEXT & ROLE
Senior UI & UX Product Designer within a 10-person cross-functional team
Owned the email communication and omnichannel journey across digital and physical retail
Designed the email template system for transactional, promotional, and loyalty communications
Connected email, web, and in-store experiences to improve conversion, engagement, and retention
KIKO Milano’s digital ecosystem connects e-commerce, CRM, loyalty, and physical stores, but these experiences weren’t always working together seamlessly. The project focused on bringing these touchpoints closer together, creating a more consistent and connected customer journey while improving conversion, engagement, and retention across global markets.
CHALLENGE
✓ 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
The Problem
KIKO Milano's digital ecosystem: e-commerce, CRM, loyalty, and physical retail, wasn't working as one experience. Customers who engaged with an email often abandoned the moment they landed on the site; product pages weren't converting at the rate the brand's traffic warranted; and loyalty, a stated purchase driver for most members, was nearly invisible at the moments that mattered.
Three friction points stood out from the audit and behavioral data:
Email and web didn't feel connected. Post-click landing pages rarely matched the visual language of the email that drove the click, and 32 of 34 active templates never surfaced a customer's loyalty status at all.
Loyalty influenced purchases but wasn't visible. In CRM survey data, 62% of loyalty members said seeing their points-earned potential influenced whether they added an item to cart, yet no product page showed this.
Digital and physical retail were disconnected. Retail staff had no visibility into active email or app promotions, so customers referencing an offer in-store often hit a wall at checkout.
KIKO MIlano
Workspace
Design Process
1. Leading the rebuild of the email system's UI/UX and architecture.
I led the redesign of the email communication system end-to-end: owning both the UI/UX design and the underlying component architecture. Rather than redesigning templates individually, I built a modular email component library covering transactional, promotional, and loyalty-triggered messages, each with a single primary CTA and loyalty status surfaced above the fold. This gave every future campaign a consistent structure to build from, and directly targeted the drop-off between email click and page landing.
2. Bringing loyalty into the purchase decision, not just the account page.
Since customers had already told us loyalty visibility mattered, I redesigned the product page and cart to show points earned and reward progress at the exact moment someone was deciding whether to buy, not buried in a separate loyalty dashboard.
3. Mapping the full journey before designing any single touchpoint.
Before finalizing templates, I mapped the entire path: email trigger, web landing, loyalty dashboard, in-store CTA, POS interaction, and post-visit follow-up and ran working sessions with CRM, marketing, and retail operations to pressure-test what was actually feasible at each handoff. That process surfaced a critical gap: most in-store staff had no way of knowing which promotions were live, which meant even a perfectly designed digital journey could break down the moment a customer walked into a store.
Given that gap depended on retail systems outside our team's scope, we sequenced it as a later phase and focused first on the work we could ship end-to-end: the email system and loyalty visibility across web and product pages.
Results
Reflection
This project focused on the end-to-end customer journey, using research, testing, and cross-functional collaboration to identify friction points and translate them into business opportunities. The result was a more intuitive, scalable experience that improved the connection between digital and in-store touchpoints and supported long-term business growth across markets.