NEST New York

Digital Rebrand

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Overview

NEST New York is a luxury brand that offers a wide range of home scents and fragrances. From high-quality candles to powerful perfumes, they have so many amazing aromas to explore.

Beginning my relationship as NEST New York's first digital product design partner, I lead the rebrand and development of the customer experience transformation across web, email, and social touch-points.
Leveraging user insights, research, business strategy and decades of design leadership, we evolved the digital brand to help NEST New York to achieve its goal of delivering best-in-class experiences to their online shoppers.

Project

A global design system

The first initiative was designing NEST New York’s new global website platform. Minimizing the need for custom components and development, we allowed for reduced time and cost when implementing new collections—a key pain point for markets. Leveraging standardized tools, a cohesive design was established on the Shopify Plus platform, so that all markets could contribute while maintaining a consistent brand experience.

Branding.
Commerce.
Experience Design.
Product Strategy.

Taking a look at the customer experience across the digital ecosystem, it was crucial to evaluated the existing data and core digital strategy in an effort to map out customer journeys.

As the new brand for NEST New York was introduced, digital paths focused on the user and created demand for the brand to modernize and replatform in order to considerably cut down on friction. Bringing forward the mood you expect when lighting a NEST New York candle, I centered designs on celebrating feeling. Through clear product hierarchy, we were able to create flexibility in discovery as well as a simple process for a customer to order their regular items with ease.

The first digital representation of NEST New York brought a single collection of accessibility-first product patterns and best practices to be utilized at scale for future use. 

This digital design system was intricately designed to flex across all platforms, markets, languages and customer needs—including marketing emails.