Shoppable campaign landing page
·
2026
A premium editorial eCommerce campaign created to support the SS26 launch and connect seasonal storytelling with product discovery. Designed for Hawes & Curtis to turn campaign imagery into a richer, shoppable experience across desktop and mobile.
Hawes & Curtis
·
CRO & UX Lead / UX & UI Design
Overview
The Hawes & Curtis PDP redesign is an in-progress UX and UI project focused on improving one of the most important commercial templates on the site.
The work looks at how customers evaluate products and what information they need before feeling confident enough to add to bag. Early iterations explored improvements to product imagery, colour selection, size guidance, product details, reviews, multibuy messaging and “Wear it With” recommendations.
On mobile, the focus was on making the page feel clearer and easier to use in a limited space. The proposed direction included full-width product imagery, visible colour options, better placement of the size guide and product details that are easier to access without extra effort.
On desktop, the focus was on creating a stronger balance between imagery and product information. Product imagery could scroll vertically, while key product information remains accessible until the user reaches the end of the image set. The layout also needed to stay centred and controlled on larger screens, rather than stretching too far across wide displays.
Because the redesign is not live yet, the case study is focused on the thinking, structure and early design direction rather than final results. The project shows how I approach PDP improvement as a commercial UX challenge: reducing hesitation, improving clarity and helping customers make faster, more confident product decisions.
At a glance
Client
Hawes & Curtis
Role
CRO & UX Lead / UX & UI Design
Focus
Editorial commerce · Product discovery · Campaign storytelling
Tools
Figma, GA4, Hotjar, custom CMS, stakeholder collaboration
Output
Responsive lookbook experience
Year
2026
Disciplines
Editorial Design, eCommerce, Campaign, UX Design, UI Design, Product Discovery
Status
Live: hawesandcurtis.co.uk/ss26-lookbook
Context
The SS26 Lookbook needed to feel polished and campaign led, but it also had to work hard as part of the shopping journey.
Rather than creating a page that simply showcased nice imagery, I wanted the experience to give the collection more room to breathe while still guiding customers towards the products behind the campaign. It was about finding the balance between brand storytelling and clear, useful commerce.
01
The challenge
The risk with a campaign page is that it becomes a nice visual moment, but doesn’t really help the customer go anywhere next.
For SS26, the aim was to make the Lookbook feel useful without making it feel overworked. It needed to give the collection space, keep the experience sharp and considered, and make the route into shopping feel clear without forcing it.
02
What it needed to do
01
Present SS26 as a cohesive editorial campaign story
02
Connect seasonal inspiration with product discovery
03
Create a premium, responsive lookbook experience
04
Encourage onward journeys into PDPs and shopping paths
03
My role
As CRO & UX Lead on the project, I shaped the experience end to end and worked closely with marketing, merchandising and development to bring it to life.
Led campaign page and editorial layout design
Defined the visual hierarchy and journey structure
Connected campaign storytelling with product discovery
Partnered with marketing and merchandising on content and product priority
Worked with development to ensure faithful, performant delivery
Reviewed the experience post-launch using GA4 and behavioural insight
Visual showcase
The design, in context
hawesandcurtis.co.uk/ss26-lookbook
Responsive
Considered on every screen
Desktop ·
Mobile ·
Commercial thinking
Turning campaign storytelling into product interest
Editorial and commerce were not treated as opposing forces. The storytelling was designed to actively support product journeys, not distract from them.
Campaign storytelling was structured to lead naturally toward product interest
Product information was surfaced at the moments it genuinely helped decision-making
The layout encouraged deeper browsing rather than a quick bounce
Every UX choice aimed to serve both brand perception and conversion intent
04
Outcome
The experience read as a single, considered editorial story rather than a set of disconnected modules.
A stronger, more cohesive presentation of the SS26 collection
A clearer campaign journey from inspiration toward product interest
A closer connection between campaign imagery and product discovery
A layout system designed to support click-through into product journeys
A responsive experience that held up consistently across desktop and mobile
Early post-launch analysis showed positive engagement signals, with users continuing from the Lookbook into PDPs and lower-funnel shopping journeys. I’ve kept the public version deliberately high-level to avoid exposing internal performance data.
05
What I’d improve next
Given more time, I would push the personalisation of the discovery hand-off further, tailoring which products appear based on the part of the campaign story a customer engages with most.
I would also introduce more detailed tracking around product interactions, panel opens, scroll depth and product clicks, so the experience could be optimised with stronger behavioural evidence.
More tracking around key interaction points
More experimentation with product placement
Stronger personalisation of the discovery hand-off
Clearer testing around which campaign moments drive the strongest product intent
