Designing Luxury E-commerce for Everyone
An accessibility-led redesign of a global luxury e-commerce experience: navigation, wireframes, homepage, product pages and customer support.
- UX/UI Design
- Information Architecture
- Accessibilty
The Challenge: Two Digital Experiences, Two Navigation Systems
A global luxury e-commerce brand needed to make its digital experience more accessible, coherent, and easier to use across markets.
The work covered the e-commerce website, product listing and product detail pages, the homepage, and the customer-support environment.
The existing navigation relied on different patterns for desktop and mobile. Maintaining separate interaction models increased complexity and introduced unnecessary technical overhead, with consequences for performance.
The customer-support environment had also evolved with its own navigation. Users needed to move between shopping and support without losing context.
The challenge was not simply to refresh an interface. It was to create one accessible experience across devices, markets, and touchpoints.
My Role: Turning Accessibility Requirements into Structure
I worked in close collaboration with the client team across multiple phases of the project.
My contribution focused on
- Defining the information architecture and navigation logic
- Designing a consistent responsive navigation model
- Producing wireframes for the main e-commerce and customer-support touchpoints
- Translating accessibility and functional requirements into clear user journeys
- Supporting the handover to the UI team, who applied the existing visual system and developed selected additions.
Main areas
- E-commerce navigation
- Customer Care Microsite
- Homepage
- Product Listing Page and Product Detail Page
UX Goals: One Accessible System Across Devices and Markets
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Deliverables: Building the Navigation Foundation
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Process: Co-Designing Accessibility in Multiple Phases
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The Redesign: One Menu, Clearer Journeys
A single entry point for navigation
Instead of maintaining separate desktop and mobile navigation concepts, we proposed a shared “Menu” entry point.
This reduced the complexity of the navigation model and created a more consistent experience across devices.
Navigation that connects e-commerce and Customer Care
Customer Care was treated as part of the wider brand experience rather than as an isolated environment.
The proposed navigation allowed users to access both e-commerce and Customer Care from the same entry point, helping them understand where they were and how to move between the two areas.
Homepage, PLP, and PDP redesigned as a system
The homepage, product listing page, and product detail page were redesigned together rather than as separate screens.
This helped create a more coherent journey from discovery to product evaluation, while ensuring that accessibility and usability principles were considered consistently throughout the experience.
Wireframes as a foundation for implementation
The wireframes provided the UI team with a clear foundation for applying the design system.
This separation between structural design and visual application allowed the team to focus first on hierarchy, navigation, content, and interaction before refining the visual layer.
The Impact: A Validated Direction for More Inclusive Commerce
The project received very positive feedback from the client team.
Together, we created a more accessible and coherent direction for the brand's e-commerce experience, covering the key touchpoints users rely on to explore products, understand the brand, and access support.
The redesign was not taken through to final implementation. Budget constraints stopped the project before completion, and a later template-based replatforming decision changed the product direction.
The work nevertheless established a concrete, accessibility-led foundation for a more coherent digital experience.
The work delivered
- A consistent navigation model across desktop and mobile.
- A stronger connection between shopping and customer-support journeys.
- An information architecture designed for international consistency and local relevance.
- Wireframes for the main e-commerce and support touchpoints.
- A structured foundation for the UI team to apply the established visual system.
What This Taught Me: Accessibility Is a System Decision
This project confirmed that accessibility cannot be reduced to individual components or a late-stage compliance review.
It shapes how people find content, move across systems, understand their options, and recover when they need help. Designing accessibility into the information architecture and navigation model early makes an experience clearer for everyone, not only for people with specific access needs.
It also reinforced the value of close collaboration with client teams. When a digital ecosystem spans devices, markets, support functions, and multiple internal stakeholders, co-design is essential to turn competing needs into a coherent system.
Good accessibility work creates order without making people feel managed. It gives them clarity, confidence, and room to move.
Designing for everyone, not just most people?
If accessibility keeps arriving too late in your process, or your navigation works on one device and not the next, let’s look at it together.
