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Challenge

"Create an immersive eCommerce experience for a high-end fragrance brand inspired by chess, psychology, and global luxury—bridging sensory storytelling with online performance."

• Build a digital flagship that embodies elegance and intellect

• Merge storytelling and conversion strategy

• Differentiate from standard DTC fragrance sites

• Align luxury aesthetics with Shopify best practices

Art Direction

"Every detail needed to reflect precision, intellect, and seduction—mirroring the brand’s chess motif while elevating it with sensorial elegance."

Creative Pillars:

• Luxury Minimalism: Deep blacks, sharp whites, and golds for contrast and hierarchy

• Strategic Grid: Clean symmetry inspired by chess boards

• Immersive UX: Scroll storytelling, large product visuals, and parallax detail

• Product as Art: Emphasis on bottles as sculptural elements

Art Director’s Role:

• Led moodboard development and concept themes

• Directed UI/UX designers and dev team through weekly creative sprints

• Oversaw all visual asset selection and refinement (photography, type, color, texture)

The Process

Phase 1: Discovery & Strategy

• Competitive analysis of luxury DTC brands

• Stakeholder interviews to uncover product philosophy

• Created a digital toneboard and copy voice guide

Phase 2: Concept & UX Design

• Wireframes → Mid-Fidelity → High-Fidelity

• Scroll-to-reveal product stories

• Custom product page UX for “playable” scent experience

Phase 3: Visual Execution & Dev Handoff

• Designed every key screen (homepage, product, mobile, checkout)

• Built Figma prototype for client approval

• Collaborated closely with developers for animation polish

Performance & Stats

Engagement Metrics:

• Bounce Rate: Reduced by 30% compared to the industry average due to engaging visuals and an intuitive user flow.

• Average Session Duration: Increased by 25%, indicating that users were spending more time exploring the site.

• Conversion Rate: A notable 20% increase in conversions was observed, attributed to the seamless UX and compelling storytelling.

Page Load Time:
The website was optimized to load within 2 seconds, enhancing user satisfaction and reducing the likelihood of drop-offs even with full animation embedded.

User Feedback:
Post-launch surveys indicated a 95% satisfaction rate among users, with positive feedback highlighting the site’s visual appeal and ease of use.

Final Design & Experience

Key Features:

• Cinematic homepage scroll

• Bold scent navigation carousel

• Product stories written as psychological journeys

• Subtle micro-interactions throughout site

Visit the Website:
Mind Games Fragrance Website