Selected work · Gucci & Tommy Hilfiger
Designing for fashion and play
Selected consumer work across Gucci and Tommy Hilfiger — a lighter look at the range beyond enterprise platforms.
Project overview
Role
Senior Product Designer
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Impact
DREST × Gucci
DREST is an interactive luxury styling game. I led the UX for a joint project with Gucci, building a web version of the game exclusively for VIP Gucci customers to drive app downloads and sales.
Wireframes, prototypes and brand implementation, working closely with Gucci's brand team to bring the styling experience to a new platform.
User testing surfaced a sign-up page that wasn't clear enough — simplifying it, along with a cleaner visual approach informed by analytics, lifted app downloads by 20%.
Tommy Hilfiger Outdoors
Tommy Hilfiger fans were already hunting for vintage 90s pieces on social media and resale sites. I led the design of a stand-alone campaign platform for the Tommy Outdoors collection, targeting that social-media-driven audience directly.
End-to-end experience design, from concept to global launch, including creative direction and the countdown-to-launch, influencer-led campaign structure.
The campaign became the brand's best-performing collection launch to date — conversion up 25%, dwell time up 35%, customer satisfaction up 20%.
What this means for you
Gucci inside DREST and Tommy Hilfiger’s campaign work had the opposite constraint to enterprise software. The system had to be rigid enough to ship weekly and loose enough to let a luxury brand still look like itself. Flexibility like that has to be designed deliberately: decide what’s fixed, then give the brand room everywhere else.
I build systems that hold their structure without flattening identity — whether that’s a component library or a campaign framework. If you work across several brands or partners, that’s what lets each launch move quickly instead of turning into a negotiation.