vente-privee is a pioneer of the online private sales genre. Expanding to the US, the company's business goals were to make the site competitive with the established players within the US market, increase the amount of customer referrals and drive more repeat sales.


The existing site presented a number of usability issues which were not immediately clear to the client while showcasing multiple brands within the same experience produced a number of constraints as well.

To understand the customer’s goals, needs and frustrations, I conducted over two dozen in-person and remote interviews using a Task Completion script and an Expectation versus Reality script.

The user research phase produced invaluable insights which allowed me to better frame my conversations with the client and were essential in informing the vision and direction of the new experience.


The new site was received extremely well by vente-privee's customers:

  • Cart conversion rate up 14%
  • Referral activity up 300%
  • Average time spent on the site up 200%
  • Average number of pages per visit up 200%
  • Bounce rate down 45%

My contribution

User research

Competitive analysis

Concepting and ideation

Interaction design

Creative direction

_checkout process wireframe.png
_product listing page wireframe.png
_add to cart wireframe.png
_product details page wireframe.png

product list page.png
product landing page.png
order details page.png
vente privee  Checkout.png

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