for the first time in the maison’s history, personalize your own Louis Vuitton online
the process
extensive interviews with customers and in-store associates revealed significant gaps between the existing Louis Vuitton digital personalization experience and what customers could achieve on their own
in-store sales associates needed a tool that they could use independently while assisting customers, and it was also important to provide a similar tool as an in-store kiosk. this meant the digital solution had to extend beyond a basic website
the user experience team focused on creating a streamlined process for navigating thousands of customization options and completing purchases
the visual design team worked closely with LVMH to balance Louis Vuitton’s established branding with new elements incorporated into their style guide and marketing language and how to clearly display the product as it is being customized
post-launch testing demonstrated a substantial increase in conversion rates and time spent on the site, with sales associates also reporting higher rates of personalization upsells during transactions
add personal initials, classic stripes, or travel sticker-style designs, just as Louis Vuitton has been doing for over 160 years
a simple ‘surprise me’ button changed it all
it does exactly what you may think: populating a random selection for everything you can customize. this experience also opens right to the Initials menu to get the user immediately into a personalized feeling.
this little button increased entry interactions for shoppers who may be unsure where to begin, and in turn greatly increased conversion.
