Clienteling, Reimagined

duration

4 Weeks

Location

Canada

role

Product Designer

Tools

Figma

Overview

SSENSE stylists lacked a unified clienteling tool, relying on scattered platforms that is inefficient and risks client data and privacy breaches. I designed a secure, in-house messaging system that enables private, brand-aligned communication between stylists and clients.

project outcome

By addressing this, SSENSE could create a scalable digital touchpoint that builds trust, deepens loyalty, and drives high-value conversions—all without diluting its curated, elevated brand experience.

problem statement

Can we create a messaging system that feels as personal as a direct text, but is built for privacy, discretion, and scalability—true to the SSENSE brand?

Fragmented Tools

Privacy Risks

Impersonal Outreach

Unscalable

Solution

I developed a secure messaging system and client dashboard for stylists, ensuring privacy and scalability while maintaining SSENSE's luxury brand.

In-app Messenger

Client Dashboard

VIC Invitation

Brand Alignment

ux research & stakeholder engagement

Interviewing Sonia revealed a significant gap between the expectations of luxury clients and the operational capabilities of the team.

I started my research by interviewing Sonia Sun, manager of SSENSE's personal styling team and a former coleague, to understand their goal and strategy. They are currently handling client communications through a disorganized mix of spreadsheets, emails, and direct messages, which is both inefficient and poses privacy risks.

Sonia Sun

SSENSE

Montreal, Canada

Manager, Personal Styling

“We already know who our most promising clients are—they’re browsing often, buying across categories, and engaging with early access drops. If we can get them to come back just one more time a month, that’s a major win.”

"We’re juggling spreadsheets, emails, and DMs just to manage one client—it’s inefficient and messy."

Harlow Chung, 29

Creative Director

Vancouver, Canada

Under-The-Radar Loyalists

“I’m not just buying a shirt—I’m buying a look that speaks to my identity. If a stylist gets that, I’m loyal.”

"We’re juggling spreadsheets, emails, and DMs just to manage one client—it’s inefficient and messy."

Business Goals

Scale SSENSE's personal styling service into a revenue driver while maintaining exclusivity and brand integrity.

User Goals

Empower clients to receive exclusive, tailored styling recommendations in a private and seamless experience.

Project Parameters

The rules of the sandbox: privacy, brand alignment, and scalable communication.

Grow the high-potential client base nationwide.

Maintain discretion and luxury branding in communication.

Streamline relationship management while retaining emotional connection.

Ensure privacy and regulatory compliance

structuring the experience

Crafting the client flow: prioritizing control, efficiency and discretion.

wireframing

Sketching the messaging system for the SSENSE app, emphasizing discreet notifications and editorial-style views.

usability test & iteration

Identifying two key design issues after testing with 3 clients and 2 stylists using HotJar and through Zoom calls.

2/3 of clients (60% success)

Found the interface 'clinical' and almost 'too boring' when asked about the overall impression of the design.

3/5 of participants (60% success)

Described the dashboard as 'overwhelming' or 'difficult to navigate,' when asked to connect and chat with a stylist.

hotjar result

iteration

I cleaned up the UI and removed unnecessary elements to align with SSENSE's identity: clean and straight forward for clients to navigate.

usability test

Removed progress bar to indicate spent amount on the client dashboard.
Opted for a drop down arrow instead to reveal other information on the VIC program.
Pushed the notification bar on the bottom for easy access.

initial design

hotjar result

key iteration

Streamlined all elements strictly following the existing system to create visual identity for the chat box.
Created a VIC program invitation.
Used more dynamic visual assets to engage clients.

project parameters

Designing the messenger involves creating a new user flow that must be integrated seamlessly with the existing UI and design system of SSENSE.

future direction

Testing revealed clients and stylists required different information, causing confusion.

Creating two UI for two different users (client Vs. stylists) calls for two separate research. I decided to keep working with the client interface and have the stylist dashboard as a next feature to conduct deeper research geared as a CRM tool.

evaluating impact

I plan to collect KPI data and analyze high-potential client activity to measure improvements in user engagement.

research opportunities

Elevating SSENSE from a shopping app to a lifestyle hub, engaging the VIC clients between spent and boosting the brand's cultural influence

initial design

future direction

Based on initial market research, SSENSE uses its cultural influence as a core business strategy. Looking ahead, I aim to redesign the customer dashboard to feature curated articles tailored by algorithms and user behaviour.

reflection & takeaways

Refining my UX skills by integrating luxury retail experience with user-focused digital design.

numbers speak volume

Using data to influence every design decision—especially in e-commerce where numbers are crucial.

Trust the process, trust yourself

Early insights and research are solid ground. It’s okay to pivot, but it’s equally important to move forward confidently and let testing validate or redirect.

Convey complex ideas with clarity

Breaking down concepts into digestible sections and telling the story through iterations helped me communicate complexity clearly.

final thoughts

Innovating luxury digital clienteling.

Designing for SSENSE has deepened my understanding of how luxury brands can innovate in digital clienteling—creating experiences that feel personal, respectful, and elevating.

I look forward to bringing this blend of empathy and strategic thinking to future product challenges.