Dior
Baby Gift
List
OVERVIEW
The project focused on creating a seamless and luxurious digital experience for Dior’s baby gift list feature. The objective was to design a user-friendly flow that maintained Dior's high standards of elegance and exclusivity, while ensuring the functionality catered to both customers and internal stakeholders.
MY ROLE
As an external designer for Dior, I played a key role in the project's lifecycle, from conception to launch. I designed the initial user flow and low-fidelity wireframes, providing the foundational structure for the experience.
Throughout the process, I collaborated closely with Dior's in-house design team, offering proposals and feedback to refine the designs in line with their design system.
My involvement continued through the implementation and launch phases, ensuring the final product aligned with Dior’s high standards and vision.
MAIN REQUIRMENTS
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Luxury and Brand Consistency
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Customization Options
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Integration with Dior’s Design System
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Mobile Optimization
THE GOAL
The goal of this project was to enhance the Dior baby gift list experience.
Initially, the concept was designed to improve the newborn wish list experience in Dior boutiques in London and Paris, with the support of sales assistants.
The idea was to offer a personalized, high-end service to customers in-store. As the project developed, it expanded to include a digital version, ensuring the experience was available online as well, providing customers with a seamless and sophisticated way to create and manage their baby gift lists.
THE PROCESS
1. Discover
2. Define
3. Develop
4. Deliver
Competitor Analysis, collecting feedback from Dior, low-fidelity wireframes
Define project goals with Dior's team, Define the scope of the project, including in-store and web integration
interactive prototypes, Refine wireframes into high-fidelity designs that align with Dior’s visual identity.
Launch the gift list feature in Dior’s boutiques in London and Paris,
PROBLEM
Dior's existing baby gift list process was fragmented, with no integration between the in-store experience and a digital, web-based system.
Customers had a personalized experience in the boutiques with the help of sales assistants, but there was no way for them to continue or manage their gift lists online after leaving the store.
1
METRICS
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Gift lists created: Number of lists created in-store and online.
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Items per list: Average number of items added to a gift list.
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List updates: Frequency of users modifying their lists.
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Sharing rate: How often lists are shared with others.
2
RESEARCH
Competitor and Market Analysis
To benchmark best practices, I conducted a competitive analysis, focusing on brands with successful third-party partnerships.
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Case Studies Explored:
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Retailers integrating streaming service benefits, such as Amazon Prime’s integration with Prime Video and Music.
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Subscription models that use partnerships to create compelling value propositions.
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Insights Gained:
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Successful integrations often make the third-party benefit feel like an extension of the core product.
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Clear messaging and ease of redemption are critical to user satisfaction.
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DEFINE
PROBLEM FRAMING
Problem Definition
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Restate the problem with insights from research: “The disjointed in-store and online experiences hindered Dior’s ability to provide a seamless and luxurious gift list journey.”
Project Goals
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Specific objectives:
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Deliver a personalized gift list experience.
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Ensure seamless integration between in-store and web platforms.
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Maintain Dior’s brand identity and luxury standards.
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Design Process
Created to map the customer journey and core functionalities (add items, share list, track purchases)
FIRST ITERATION
In the first iteration, we focused on designing a flow that accommodated the needs of the giftee, gifter, and sales assistant. The goal was to ensure that all user roles were seamlessly integrated into a cohesive system.
Understanding the structure
and after many graphs,draws and flows..
DEVELOP
FIRST COMPLETE FLOW
Key Flows and main pages Defined
4GIFT birth list flow
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The giftee goes to Dior boutique in order to create a birth list (BS) list
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The shopping assistant (SA) logs in 4G platform for Dior using the usual Apple device
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The SA creates a new BS list inserting giftee info (name, surname, date of the event, shipping details…)
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Once the info has been inserted the SA sends by email the credentials to the giftee in order that they can manage autonomously the list (the link is always visible in platform dashboard)
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The SA browse with the giftee Dior catalogue in 4G in order to add new items to the list
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Both the SA and the giftee can add and delete items from the list. Both of them can delete the list
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The gifter will receive the link and they will be able to buy the whole item
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Once the list is closed the giftee will be able to claim the gifted items and to convert in a gift card the item
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The giftee will receive the gifts according to Dior
BRANDING DIOR LIKE
Ipad & Mobile
WEB FLOW
Second iteration : Adding web flow integration
Building on the foundational boutique experience, the second iteration expanded to include the web flow, ensuring a fully integrated system across digital and in-store touchpoints.
Giftee
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Online creation and management of gift lists independently or after a boutique visit.
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Enhanced sharing options (via email, QR code, or personalized link).
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Notifications for changes, such as items being purchased.
Gifter
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Intuitive browsing of gift lists with options for filtering and sorting
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Streamlined checkout process, with choices for pickup, shipping, or delivery to the giftee.
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Real-time updates on list availability and status.
Sales Assistant:
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Ability to view and support customers’ lists created online.
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Tools to bridge in-store and digital activities, ensuring continuity for giftees.
Collaboration with Dior’s Team:
During this iteration, we worked closely with Dior’s internal design and development teams. This collaboration ensured:
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The web design adhered to Dior’s visual identity and design system.
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Continuous feedback loops allowed us to refine the wireframes and prototypes.
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A scalable system capable of supporting future feature enhancements.
Challenges Addressed in the Second Iteration:
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Designing a cohesive flow that worked seamlessly between in-store and online experiences.
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Ensuring a consistent, luxurious brand experience across all touchpoints.
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Integrating technical aspects like real-time inventory updates and user notifications.
Preparing for French Localization
Given the initial rollout in Paris boutiques, ensuring the experience was fully adapted to French-speaking customers was a critical priority.
Collaboration with Copy Team
During this iteration, we worked closely with Dior’s internal design and development teams. This collaboration ensured:
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Conducted regular meetings to align on translation quality and consistency
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Reviewed French copy for key touchpoints like onboarding instructions, sharing features, and purchase confirmation
Content Testing
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Created prototypes in French to validate readability and ensure the translated content fit well within the design layout.
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Addressed feedback from usability tests conducted with French-speaking users, refining text for clarity and brand alignment.
Launch and Deployment
DELIVER
Overseeing the Release Process
I played a key role in coordinating with the product manager and the development team to ensure the smooth release of the Baby Dior Gift List.
Some of my activities
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Collaborated with developers to clarify issues, ensuring they fully understood the necessary adjustments.
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Actively tracked and identified errors during the final stages of the release.
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Validated the implementation of both in-store and web components, ensuring consistency across touchpoints.
Re branding of Dior
KEY FINDING
LEARNING
Balancing Brand Identity with Usability:
Designing for a luxury brand like Dior required a delicate balance between upholding its prestigious identity and creating an intuitive user experience.
Collaborative Multidisciplinary Work
Working across teams emphasized the value of maintaining clarity in feedback, aligning on priorities, and ensuring every stakeholder understood the design intent.
The Value of Localization
Language testing revealed how subtle changes in tone or phrasing could significantly impact the user experience.
Managing Complex Releases
Coordinating with the product manager and developers during the release process taught me the importance of aligning design vision with technical execution.
How These Learnings Shape My Approach
This project reinforced my ability to design for premium brands, navigate complex project ecosystems, and maintain user-centricity even under high standards. The experience also emphasized the importance of proactive communication and adaptability when working with global teams on multilingual and cross-channel solutions.
NEXT STEPS