UI.UX Design
A luxury experience at your fingertips
Fictional Client
chanel
Industry
luxury brand
Timeline
JAN 2021 - AUG 2021
Project
mobile app
Software
Figma
My Role
Ui.UX Designer
Getting Started
Redefining Luxury in an app
Before we start, this is a fictional project that was created as a part of my end-of-study project. All information is my own and does not necessarily reflect the views of the company.
Chanel is a French luxury fashion house founded in 1910 by Coco Chanel in Paris, and remains one of the most iconic luxury brands until today.
Chanel No. 5 was the first perfume launched by the brand in 1921. In 2021, the perfume celebrated it's 100th anniversary. This project is not only an hommage to the brand and the perfume's legacy but also a proof that it is a timeless fragrance that remains a best seller of the brand.
Context
The idea behind the app
Following the completion of my thesis on "The Power of Perfume Marketing", I wanted my creative project to revolve around an important pilar of the perfume sector. After my extensive research, I noticed how Chanel n5 was revolutionized the fragrance world since day one. It has also been constantly reinvented throughout the years and remains an icon of luxury.
Developed as an embodiement to the 100th year milestone, the app combines the allure of Chanel's luxury with modern technology. With a focus on personalization and exclusivity, this app is not only a tribute to Chanel's storied past but also an embodiment of its forward-thinking vision.
The Challenge
Luxury in the Digital Age
The first challenge was navigating the contradiction between luxury and technology. Luxury is about something unattainable, a dream for many and a possibility for only a few. Nevertheless, the web, as a complete opposite is accessible to anyone and everyone.
That’s why, when I thought about creating an app, the biggest challenge was to create a platform that can be used by many but with key features that are only available to the few loyal clientele of the brand. Finding the right aesthetics was also a big part of the process, in order to reflect luxury without impacting the functionality of the app.
You can spot our two-high level goals below.
1.
Opening a window into the luxury world
The feel of the app should be as exclusive and high-end as a physical Chanel boutique or a limited-edition product release.
2.
Building a digital Chanel experience
The app had to be a digital extension of the brand. From design to features, the idea was to preserve the emotional appeal of Chanel as a brand.
The Competitors
Market research
After analyzing the competitive landscape, I noticed that other luxury brands have ventured into the digital world, including Chanel on a few occasions.
Brands like Gucci and Dior have successfully created apps that balance luxury with convenience, but there is still a wide gap in crafting a truly exclusive experiences within these platforms. These apps are typically focused on e-commerce and offering customers a streamlined shopping experience, but often lack the depth that comes with engaging storytelling.
This research helped me identify key elements that should implemented in the app : a high level of personalization as expected by the Chanel clientele and a multi-dimensional preview on Chanel's history, news and behind-the-scene.
Insight #1
When using a luxury app, the user expects the experience to be tailored to their every need. This is why the app needs to become indispensable.
Insight #2
Luxury is about heritage, the app should shed light on what Chanel has accomplished over the years, but also include its projects for the future.
Target Audience
Designing for customers
We can spot two key segments:
Luxury enthusiasts who appreciate the finer things in life. These individuals are not particularly looking to purchase high-end items; they are in search of an experience that aligns with their aspirations. Whether it’s discovering a new fragrance, learning about the history of Chanel, or engaging with exclusive content, this app serves as a bridge to immerse them into Chanel’s world on a deeper level.
Chanel's core customers, both existing and new who always expect an exceptional service from their favorite brand. They're the ones who seek high quality products that are made with an infinte attention to detail. For the clientele, the app serves as an extension to their in-store experience. It's a way to reinforce brand values in the digital age by creating loyalty-exclusive features.
The Brand
chanel : the luxury revolution
Chanel is more than just a fashion house; it is a cultural icon. From the revolutionary Chanel No. 5 to its impact on women’s fashion and modern luxury, Chanel has always been at the forefront of shaping the luxury industry. Its founder, Coco Chanel, defied conventions and created a brand that valued simplicity, elegance, and innovation. These values remain until today, at the core of the brand's identity.
This app serves as an extension to Chanel : it offers an exclusive, high-quality experience that redefine the idea of luxury in the digital age. While other brands may prioritize accessibility, Chanel maintains its individuality, ensuring that even in a digital format, the user feels part of an elite group. The app allows Chanel to continue evolving while staying true to its identity.
The Solution
An App as a personal assistant
Based on the insights gathered in my thesis, competitor analysis and former research, three core opportunities emerged.
1.
Redefine the Chanel experience digitally
Create a digital experience that reflects the identity of Chanel as brand, the three pilars are : elegant timeless, revolutionary
2.
Offer a unique access to the elites
3.
Become the Chanel reference
Colors
Icons
App Preview
Illustrations
Onboarding
What is Chanel?
Which do you prefer?
Which ad represents you?
Which are your top 3?
Do you refill your Chanel?
You are Chanel No.5
2.
Offer a unique access to the elites
Design features that are specific to Chanel's clientele to create a need to re-engage with the app constantly.
1.
Redefine the Chanel experience
3.
Become the Chanel reference
My Chanel
A personal profile linked to their loyalty card that can be scanned using the app and that allows them to attend exclusive launches and events.
My Assistant
A personal advisor regarding all things Chanel that is available through multiple channels to help the user with their requests regarding the brand.
My Wishlist
A list of favorite items with access to exclusives that can be set asode for a limited period and purchased by the user or for the user by a loved one.
3.
Become the main Chanel reference
Want the last Chanel gossip? This app should be your main source of information with a team dedicated to creating app-exclusive content.
1.
Redefine the Chanel experience
2.
Offer a unique access to the elites
100 years of Chanel, 1921
The most iconic Chanel pieces and how the brand had a huge impact on the fashion and beauty industry through the years.
100 years of Chanel, 2021
From revolutionary to sustainability, Chanel is not only here for the show, they are actively contributing to create a better tomorrow for the world.
Today, in Chanel
Your Chanel calendar is not only about delivery dates and event reminders, it has also daily anecdotes about what happened on that day at Chanel.
Channel Chanel
A podcast where Chanel employees, collaborators and models can talk about their experiences for users to enjoy anytime, anywhere.
Inside Chanel
For the readers who would rather enjoy a good article with their coffee, a blog that gives updates about Chanel or a historical overview of the brand.
My nearest Chanel
Are you in need of a shopping therapy? You can find your nearest Chanel boutique on the app with all its details, location, opening hours, sections
Lessons
What I learned
This project was one of my first UI.UX projects. Throughout this creative journey, I learned a lot about the process that an idea can go through before becoming an app. Designing an app is not simply about aesthetics; accesibility and usability are key elements to a successful and functional app.
With the right approach, any company can embrace digital platforms without losing their essence, even luxuxry brands. The project reinforced the idea that technology, when thoughtfully integrated, can enhance the luxurious experience without diminishing its core principles.
