Ormonde Jayne
Contents
01 Overview
Luxury Ecommerce Website Redesign
Client: Ormonde Jayne, London-based niche perfume house
Industry: Luxury ecommerce
Market: Global (primarily UK)
Platform: Shopify
Role: UI Designer
Ormonde Jayne is a London-based niche perfume house with a strong, established brand. The existing website, however, didn’t fully reflect the premium quality of the products or communicate what makes the fragrances unique.
My task was to redesign the ecommerce experience to feel more modern, confident, and distinctly niche, while improving usability and supporting conversion.
02 The Challenge
The website felt visually bland compared to the strength of the brand.
Brand guidelines were mainly created for offline use and needed digital interpretation.
Key services like gifting and engraving were split across separate user journeys.
Product information around ingredients, strength, and longevity wasn’t easy to understand for new customers
03 What I did
As the UI designer on the project, I was responsible for:
Designing all key pages in desktop and mobile, with clear responsive behaviour
Creating a reusable component library for consistent implementation
Expanding the brand guidelines into a digital-first style guide
Designing new ecommerce features with a strong focus on clarity and conversion
04 Key Design Decisions
Unified Gifting & Engraving Flow
I redesigned gifting and engraving into a single modal experience where users can select both services together, see a visual preview of the engraving, and edit their choices easily from both the product page and the cart. This simplification led to a significant increase in uptake of both services.
Educating Without Overwhelming
I introduced clear, scannable product information including strength and longevity indicators, as well as ingredient-led storytelling integrated into the layout, helping users understand the value of the products without compromising the premium feel.
A More Confident Visual Language
Through typography, spacing, and layout, I created a more editorial and luxury feel. Custom components were designed to be reusable across the website, email campaigns, and marketing assets.
05 Outcome
Outcome
- A more premium and distinctive ecommerce experience
- Improved clarity and trust through educational content
- Increased adoption of gifting and engraving services
- A scalable UI system supporting future growth
Reflection
This project highlighted the importance of translating strong offline branding into digital experiences and showed how thoughtful UI decisions in high-intent ecommerce moments can directly impact commercial performance.