BURBERRY
B Series
An innovative social commerce experience for mobile only, using Instagram. Winner of the Fashion & Beauty Social Webby Award 2019.
A 24 hour experience to coincide with the launch of Riccardo Tisci’s first product drop at Burberry. The aim was to create an elevated shopping experience which led seamlessly from Instagram through to Burberry. This experience is reused monthly for Riccardo’s exclusive product drops.
Due to the quick turnaround of this project in time for Riccardo’s first show, I worked alongside a small team, leading the UX: in particular customer research, journey mapping and interaction design throughout the experience.
Keep it exclusive
The first B Series drop was released in tandem with Instagram’s Shopping feature. We wanted to keep the product exclusive to our Instagram audience, which required a clear map of potential entry points and blocking the product from being found on the burberry.com.
Following familiar patterns
We prototyped several different interaction patterns for the journey, getting user feedback at each stage to create a seamless experience. Our final design includes interactions which follow a similar manner to Instagram stories, to ensure the customer can follow the journey across platforms.
