Robinson Pelham

Luxury jewellery company

Robinson Pelham is a luxury jewellery company specialising in bespoke jewellery, with stores in Chelsea London and Hong Kong. The brief required a refined and cohesive digital presence to better reflect their positioning and improve customer engagement and conversion.

I was responsible for designing a connected digital experience across website and CRM touchpoints, aligning brand storytelling with user needs and commercial goals.

UX / UI
CRM / email marketing
Ecommerce website

The Challenge

The existing digital experience lacked cohesion across channels, with opportunities to:

  • Improve navigation and user flow across the website
  • Strengthen brand consistency across digital touchpoints
  • Create clearer pathways from discovery to purchase
  • Better utilise CRM/email to support engagement and retention
The goal was to create a seamless, luxury digital experience that guides users from first interaction through to conversion and repeat engagement.

Approach

1. Research & Insights

  • Conducted competitor analysis across luxury jewellery and fashion brands
  • Reviewed existing site structure and user journeys to identify friction points
  • Considered audience expectations within the luxury e-commerce space
2. Experience & Journey Design
  • Defined key customer journeys from landing → browsing → product discovery → purchase → post-purchase engagement
  • Restructured site navigation and content hierarchy to improve clarity and usability
  • Ensured a consistent and intuitive flow across all touchpoints
3. Visual System & Brand Expression
  • Developed a cohesive digital design system aligned with the brand’s luxury positioning
  • Established consistent use of typography, imagery, spacing, and layout across web and CRM
  • Elevated visual storytelling to create a more premium and engaging experience
4. CRM & Email Design
  • Designed email templates to support campaigns, product launches, and brand storytelling
  • Ensured alignment between website and email experience for consistency
  • Considered lifecycle touchpoints including acquisition, engagement, and retention

Solution

  • A refined website design with improved navigation, hierarchy, and user flow
  • A consistent visual system applied across web and CRM channels
  • Scalable design templates for ongoing campaign and content creation
  • A more cohesive end-to-end customer experience from discovery through to retention

Impact

  • Improved usability and navigation, creating clearer pathways to conversion
  • Strengthened brand perception through a more consistent and premium visual experience
  • Increased engagement across digital touchpoints through clearer storytelling and structure
  • Established a scalable foundation for future campaigns and CRM activity
  • Improved sales

Solution

  • End-to-end design across UX, UI, and visual design
  • Customer journey mapping and experience design
  • CRM/email design and template creation
  • Concept development and execution

Key Skills Demonstrated

UX/UI Design • Customer Journey Mapping • CRM Design • Design Systems • Brand Experience • Conversion-Focused Design

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