NEW PRODUCT

Product Set Builder

To support Liberty’s broader business strategy, I designed a custom product set builder. The goal was a clean, intuitive experience that made discovery and selection simple and enjoyable.

I led the end-to-end product design, from early concepts and UX flows to high-fidelity UI and delivery, collaborating closely with developers and stakeholders to ensure the solution was elegant, feasible and on brand.

Role

Product Designer

Company

Liberty London

Skills

End-to-end product design

Mobile-first design
User experience flows
Interaction design
Cross-functional collaboration

Timeline

8 weeks (Apr–May 2025)

Currently in development

Project Background

Why are we doing this?

Liberty was looking to grow basket size and average order value while also helping customers explore products more easily. At the time, the platform lacked functionality for building product sets, limiting how users could browse and purchase multiple related items together.

This project introduced that missing capability, with a focus on improving the shopping experience through greater flexibility and ease of use.

Research & Insights

To inform the design of the product set builder, I conducted competitive analysis, mapped user needs across key personas, and defined the core interaction flow. These insights guided the structure, logic, and flexibility of the final experience.

Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.

Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.

Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.
Competitor Analysis
I analysed competitors to assess how luxury retailers approach bundling and gifting. While all offer strong visual storytelling, none support flexible, user-driven set building. This revealed a clear opportunity for Liberty to lead.
User Personas & Stories
I created three personas to reflect key shopping behaviours: gifting, beauty customisation, and edit-led discovery. Their stories helped define core needs like ease of selection, visual coordination, and personalised control.
User Flow Diagram
I created this flow to map the complete journey, from product selection to packaging and checkout. It reflects key user actions and decisions across a flexible, step-by-step builder experience.

Design Direction

Research helped clarify which features were most important for users and the business. Based on this, I prioritised flexibility, guided selection, and the ability to build sets across categories with minimal friction. The design needed to feel intuitive, mobile-friendly, and scalable across future campaigns.

Top priorities

Make it easy for users to browse, choose, and update items in a structured flow without feeling overwhelmed.

Ensure the flow works equally well for users shopping for themselves and those building a set to give someone else.

Allow products from different categories to be added to one set, with real-time previews and easy tracking of selections.

Process

I translated early insights into a focused design system, balancing flexibility, usability, and cross-category shopping behaviours. This section outlines how the experience took shape through iterative design, prototyping, and testing.

Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.

Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.

Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.
Wireframe
Early wireframes focused on layout structure and flow logic. They allowed me to test hierarchy, interaction paths, and selection feedback before moving into visual design and detail refinement.
Component Design
I designed modular product tiles and cards to support grid and list formats. Each element was created to handle variant logic, real-time selection, and consistent styling across use cases.
Component Anatomy
I broke down each product tile and card into key typographic and functional elements. This ensured consistency across layouts while supporting variant logic, product interaction, and brand hierarchy at a glance.
Accessibility & Interaction States
Components were designed with accessibility in mind, ensuring all actions met the minimum 44x44px target. I defined hover and active states to reinforce clarity, tap feedback, and usability across devices.
Scenarios & Edge cases
I mapped out different product states and interaction scenarios to test how the interface responds across use cases like promotions, low stock, packaging add-ons, and default views. This helped validate layout flexibility and logic early on.

Iteration & Testing

In the first version, the summary and Add to Bag button sat at the bottom of the page. User testing showed this caused friction when comparing products, as users had to scroll back and forth.

I addressed this by introducing a sticky, minimised summary. It remains accessible while browsing, making actions easier without breaking flow.

Before

After

Result

To demonstrate the value of the final design, I brought the experience to life through the lens of three core user journeys. Each story highlights how the solution meets specific user needs, reduces friction, and makes building a personalised or gift-worthy set simple and satisfying.

As a Gift Giver, I want to build a well-presented set quickly, so I can give something meaningful without stress.

As a Beauty Enthusiast, I want to choose products that suit me, so I can create a personalised routine I feel good about.

As a Liberty Print Collector, I want to find products in my favourite print, so I can build a coordinated set across categories.

Anticipated Impact

While the feature is currently in development, early testing and stakeholder feedback point to several expected outcomes.

Increase in Average Order Value

Bundling and guided selection encourage users to add more items per transaction.

Improved Product Discovery

Users can now explore cross-category or themed sets more easily, reducing friction.

Elevated User Experience

A mobile-first, flexible flow with real-time feedback improves confidence and ease of use across journeys.

Next Steps

As development progresses, I’ll focus on ensuring design quality in build, monitoring performance at launch, and gathering user feedback to guide future improvements.