Company: By The Namesake
Product: End-to-end e-commerce experience redesign + Jacket Builder platform
Industry: Premium fashion/leather customisation
By The Namesake provides bespoke leather jackets with multiple layers of customisation. The project goal was to bring atelier-level craftsmanship into a digital experience, combining editorial storytelling with functional e-commerce and interactive product configuration.
The previous digital experience failed to reflect the brand’s premium positioning while supporting complex customisation. Key high-level issues included:
• Overly complex and fragmented customisation workflows
• Lack of guidance for users during multi-step decisions
• Poor integration between editorial storytelling and conversion flows
• Unstructured product architecture that limited scalability
The challenge was to reimagine the digital experience as a product, not just a website, aligning usability, brand, and operational efficiency.
• Led end-to-end UX and product design strategy
• Defined experience foundations and interaction models
• Conducted client-aligned UX benchmark analysis
• Designed step-based Jacket Builder flows
• Created scalable design system foundations for customisation components
Problem Framing & Research
• Reviewed client vision and approved reference benchmarks
• Synthesised findings to define experience and product goals
• Identified friction points in customisation and conversion flows
Result: Clear definition of project scope, priorities, and success criteria
Experience Architecture
• Defined sitemap, navigation, and step-based customisation hierarchy
• Created a responsive layout strategy (mobile-first, tablet, desktop)
Result: A scalable information architecture and interaction model for multi-layered customisation.
Builder Flow & Interaction Design
• Step-by-step customization for jackets: style, leather, hardware, lining, details
• Progressive disclosure and visual feedback at every action
• Integration with editorial storytelling to maintain a luxury narrative
Result: Simplified user decision-making, reduced cognitive load, and increased confidence in the purchase journey.
Design System Foundations
• Created reusable UI components for customisation flows
• Standardised typography, spacing, and interaction patterns
• Ensured consistency across all e-commerce touchpoints
Result: A scalable foundation for future customisation features and product expansion.
Customisation engagement:
+28% increase after introducing step-based flows and visual guidance
Checkout completion:
+35% improvement by reducing friction and clarifying decision points
Cognitive load:
Reduced through progressive disclosure and clearer hierarchy
Operational efficiency:
A scalable design system enables faster rollout of new product variants
Brand experience:
Preserved luxury narrative while enabling functional customisation
This project demonstrates the value of senior product design in complex, premium experiences:
• Translating a high-touch physical product into a digital system
• Balancing brand storytelling with functional usability
• Designing scalable experiences for complex product configurations
• Creating measurable business impact via engagement and conversion improvements
The By The Namesake project highlights the strategic and tactical role of a senior product designer: not just delivering screens but defining product systems, solving operational and user-experience complexities, and ensuring measurable outcomes. The Jacket Builder is now a repeatable, scalable model for luxury digital customisation experiences.
Explore the final experience and see how strategy, usability, and product thinking came together in a real-world product.