Interim VP Product / Digital Transformation Leader (London, UK)

Luxury fashion buying experience for the Net-a-Porter group revitalised

The market leader in online luxury retail, Net-a-Porter Group, brought me on board to support digital initiatives across the group websites (Net-a-Porter and Mr Porter), and fully own the User Experience and Design for their luxury fashion outlet, The Outnet.


During my 12 months engagement with Net-a-Porter, I initiated, led and delivered various projects for The Outnet to meet their business objectives. Some of the prominent ones include:

  • International size and fit experience

  • Product discovery optimisation via search improvements, filters, shopping bag & wish list redesign, and SEO

  • Purchase path design for international deliveries

  • Personas & customer experience map creation by conducting user research in five countries

  • Mobile app redesign

  • Email program launch for customers & prospects


  • My efforts and team contributions led us to smash the £100M revenue target that year for The Outnet

  • The email database increased by 2.1x from an already strong base and engagement improved drastically

  • The launch of private sales, product videos, designer alerts and improved Clearance experience increased Average Order Value (AOV) and Net Promoter Score (NPS) by a mile

  • Personas and customer experience map were a great success and influenced many decisions from buying, communication, branding to merchandising and sales

  • The sales for Iris & Ink, in-house label, increased by 2.5x


There were many factors that contributed to the amazing success of The Outnet and our team's work was just one strand of that work. In particular, the product selection and pricing were the key drivers of success that drove people religiously to shop from The Outnet.

The Outnet homepage design for UK & China

The Outnet homepage design for UK & China

Mobile interaction design for media gallery on product page

Mobile interaction design for media gallery on product page

Topline flow for The Outnet's 5th Birthday campaign

Topline flow for The Outnet's 5th Birthday campaign

What I did for Net-a-Porter

Strategy & Execution

  • Experience design strategy

  • KPIs review & teams alignment

  • Product roadmap collaboration

  • Product roadmap grooming

  • Welcome emails strategy

  • Contributions to Content Strategy

  • SEO review and implementation with external agencies

Design & Research

  • Hands-on UX design work for all projects

  • Information architecture

  • Personalisation & Internationalisation

  • Stakeholder interviews

  • User interviews & research in five countries

  • Wireframing, User journeys, Prototypes & Usability testing

  • Campaigns - Christian Louboutin, Oscar de la Renta, Gift finder & The Outnet's 5th birthday

Behind the Scenes

  • Agile & UX process integration

  • UX evangelism & knowledge share

  • Inputs to product stills & video shoot, and retouching to the Studio team

  • Regular visits to fulfilment centres to improve operational efficiency

  • Customer care feedback & complaints review to resolve issues for good


I worked at Net-a-Porter before their merger with Yoox. It's now called Yoox Net-a-Porter Group.

Year: 2013-2014
Engagement period: 12 months
Industry: eCommerce

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