SEPHORA
Summary
Sephora EMEA needed a new sephora.fr: the legacy site no longer matched how people shopped online, and Sephora.com had already shipped a new experience. The brief was a full responsive redesign of sephora.fr, designed to roll out across European markets.
I was the UX Principal under Hugues Piaskowski (lead), owning the bulk of UX production: end-to-end site redesign, loyalty rethink, user interviews, and checkout redesign — working closely with DA Sarah Deniau and front-end developers.
Role
UX Principal
2017 - 2018
Chosen example:
Context
Online sales were growing faster than the old site could support. EMEA wanted an agency to design the next Sephora.fr experience and a model that could scale to other European countries.
My role was to:
Lead UX production for the full site redesign
Run and synthesize user interviews to ground decisions
Rethink the loyalty system with design and business constraints
Redesign the checkout for a clearer, more reliable purchase path
Partner day-to-day with Sarah Deniau (art direction) and front-end engineers so UX, UI, and implementation stayed aligned
User interviews
We ran user interviews to understand shoppers’ expectations versus the legacy site. Insights from those sessions steered information architecture, loyalty, and checkout decisions.
Site redesign
We rebuilt sephora.fr end to end: a new information architecture and key templates for a responsive experience ready for European rollout, with Hugues as lead and me owning the bulk of UX production.
Loyalty
We rethought the loyalty experience so benefits and progression would read clearly in the journey, instead of feeling bolted onto the old site.
Checkout
We redesigned checkout end to end with front-end developers, keeping the path short, clear, and robust through to payment.
Design × engineering
Throughout the project I worked hand in hand with art director Sarah Deniau on the design, and with front-end developers to ship the best possible experience from wireframes through UI to build.
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