P.
In close collaboration with Digital Project Managers, top management, the digital team, and UI designers:
Research and mapping
User journey and wireframes
Workshops (retail, Ops, Customer experience teams)
Menu revamp
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Overview
Methodology and scope
As UX Designer within the Image & Digital department of CHANEL’s Fashion Division, I contributed to several key initiatives aiming to elevate the digital experience of chanel.com and Chanel App. Operating in a unique context where online sales are not part of the journey, our focus was on expressing the brand’s universe through seamless, editorially-driven navigation and services.
Throughout the mission, I led the UX framing and design efforts across various projects including:
A complete revamp of the Fashion website’s main menu to streamline navigation and reflect brand priorities
The redesign of the in-boutique appointment booking flow, with a focus on clarity and exclusivity
The creation of a dedicated podcast section to support Chanel’s editorial positioning
Each project was approached with a strong user-centric mindset, balancing the Maison’s storytelling ambitions with the expectations of different audience profiles — from clients to curious visitors.
See projects
Menu revamp
Online booking journey
Podcasts
1. Menu revamp
As UX Designer within the Image & Digital department of CHANEL's Fashion Division, I contributed to the long-term revamp of the navigation menu on chanel.com for the Fashion section. This project emerged from both strategic internal ambitions and data-driven observations: several sections of the existing menu were underperforming and lacked clarity. There were no technical constraints at this stage, which allowed us to focus deeply on UX research and concept development.
Business objectives
The initiative was guided by three key objectives:
Simplify the overall navigation and user flow
Showcase the brand’s pillars — collections, craftsmanship, and the client experience
Adapt the experience to different audience profiles: from casual visitors to loyal Chanel clients
Simplify navigation — Reduce complexity and bring clarity to the menu structure
Enable storytelling — Use editorial entry points to showcase collections and craftsmanship
Tailor user journeys — Provide shortcuts and quick access paths for different audiences
Users & Insights
To inform the redesign, I conducted a benchmark of luxury and fashion websites using mega menus, alongside a UX audit based on a “first-time visitor” approach: observing whether navigation paths met users’ expectations.
This was complemented by internal analytics provided by Chanel’s digital project managers.
Key findings included
Menu structure was unclear, with ambiguous section names, inconsistent hierarchies, and some paths not even leading to the collections
The number of entry points diluted focus and failed to elevate Chanel’s craftsmanship or rich editorial content (articles, podcasts, videos)
The “Client Services” section didn’t sufficiently reflect the exclusivity of Chanel’s offering
Navigation complexity mirrored the overly layered site architecture
Two primary usage patterns were identified
Purpose-driven clients, looking to view specific pieces before visiting a boutique — seeking clarity and efficiency without losing the brand aura
Aspirational browsers, interested in exploring the collection and immersing themselves in the Chanel universe — needing an inspirational, editorial-led journey
Methodology & Design Process
The redesign began with a data-driven analysis of underperforming sections and a full mapping of the Fashion site architecture. The audit revealed an overly complex structure — with up to six levels of navigation — which often led users to feel lost or stuck. To address this, I proposed a threefold approach.
Simplification
Reduced the number of main menu entries from nine to six
Grouped related content into thematic sections (e.g., Chanel & the Arts)
Removed redundant entries, such as “News,” already covered within the Fashion homepage
Storytelling & Event-driven navigation
Added contextual subtitles at the first menu level to frame each section
Transformed the second-level menu into a more visual, editorial space, using card sizes and order to highlight priorities (e.g., showcasing the latest collection with a runway visual)
Allowed flexible arrangement of categories to reflect current events and brand highlights
Audience-tailored pathways
Designed shortcuts such as floating buttons at key entry points to fluidify navigation
Proposed quick access options for registered clients, ensuring faster entry into exclusive services and recent collections
Deliverables & roll-out
The process involved co-creation workshops with Chanel’s Digital team, user flow mapping for different scenarios, and several iterations of wireframes accompanied by navigation guidelines. These deliverables were presented and refined collaboratively, balancing business objectives with user needs.
The implementation has been progressive, with parts of the new structure already visible on the live website, setting the foundation for a fully streamlined and editorially rich menu experience.
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