Leading the UX strategy and design for Georg Jensen, modernisisng a heritage brand for a digital audience

The core challenge was to reimagine Georg Jensen's Product Detail (PDP) and Product Listing Pages (PLP) to elevate brand values and a luxurious feel, whilst significantly improving functionality. This initiative focused on developing innovative visual concepts to inspire a future-forward digital experience.

As a Senior Lead Product Designer, I spearheaded the conceptualisation of these critical e-commerce touchpoints. My solution included a novel jewellery customisation feature with an elegant, step-by-step overlay, a sticky "Add to Bag" bar, and redesigned PLP product cards that beautifully showcase pieces whilst providing essential context. These high-impact visual concepts were presented to the client, inspiring a full site redesign and leading to my strategic recommendation for a tokenised design system across the entire Fiskars Group.