Unified Luxury E-Commerce Platform
Unifying three heritage brands across global markets — into one seamless luxury digital home.
OVERVIEW
Caviar House is a Parisian institution with over 75 years of expertise in premium seafood — and the parent company of two prestigious houses: Prunier (fine caviar, France) and Balik (artisanal smoked salmon, Switzerland).
With ambitions to unify their digital presence across all three brands, they needed a complete website redesign — one that could finally match the world-class quality of their products.
Working within a team of 2 designers, 1 developer, and 1 PM, I contributed to the full redesign — from design system to final high-fidelity screens across all key pages.
Selected deliverables covered in this case study — Homepage · Category Page · Product Page
Additional pages: Checkout · Brand Story · Store Locator · FAQ
WHAT WE FOUND
Landing page
Product page
Category Page
CHALLENGE
How might we redesign the Caviar House digital experience to reflect the brand's luxury positioning — while creating a clear, intuitive journey that guides users from first impression to confident purchase?
GOALS
01
Establish a coherent content hierarchy
02
Align the digital experience with the brand's luxury positioning
03
Design for conversion without compromising elegance
SOLUTION
With no existing interface to build upon, we had full creative ownership over the Caviar House digital experience — designing every screen from first principles, guided by one goal: make luxury feel effortless.
First Impression - Landing page
We started by rebuilding the header — consolidating 10+ scattered navigation items into a clean, minimal bar with clear hierarchy.
Below it: full-screen visual, one statement, one button. No noise.
Credibility follows — reviews, press mentions, store locations — surfaced lower, without cluttering the first impression.
What I Learned
Building a design system before touching a single page felt slow at first. But every decision we made upstream saved us three downstream.
Structuring complex information taught me that hierarchy is not about what looks good — it's about what the user needs to understand first, second, and third.
And details matter. Not as decoration, but as trust. A missing return policy, an unclear size guide, an inconsistent button state — in premium e-commerce, small friction kills conversion.
