KIKO Milano
Role
Senior UI & UX Product Designer
Platforms
iOS/Android Mobile, Web
Duration
1 year
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
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.
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 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.