Building a Global Digital Experience for Tommy Hilfiger

A multi-year evolution in digital design, brand expression and customer experience

Context

When I first joined, Tommy.com was fully outsourced and extremely limited.

There was no mobile experience, no insights, no experimentation. There were only basic design capabilities which delievered a limited connection to the brand.

The foundations were functional, but the experience wasn’t expressive, modern or customer-centric.

The opportunity: Transform Tommy.com into a true digital flagship store

Vision

My guiding principles:

  • a flexible system that supports both brand, commerce and business needs

  • design for the ecosystem, not isolated pages

  • mobile-first, insight-led, globally consistent

  • expressive, relevant and effortless to use

“I wanted the site to become the most complete expression of the brand. A place where storytelling, usability, and modern craft come together.”

The Evolution

01. Fixing Foundations: Improve the basics and unlock revenue.

  • Delivered a mobile-first experience

  • Fixed usability gaps and reduced friction

  • Introduced insights + early testing

  • Injected the first elements of brand expression

Even small changes created meaningful commercial impact.

02. Unlocking brand expression: Move from functional to expressive.

  •  After re-platforming, built a modern visual language

  •  Refined typography, layout and content structures

  •  Introduced motion, micro-interactions and richer product storytelling

  •  Elevated photography and art direction across the journey

It was then that Tommy.com began to feel like a brand experience and not just a catalogue.

03. Designing an Ecosystem
Digital expanded far beyond the website.

I was a key leader in the shaping of experiences for:

  • CRM + newsletters

  • B2B touchpoints

  • retail digital screens

  • omni-channel foundations

My teamcreated shared components and flexible patterns that worked across 25 markets in 8 langcuages and all the various touch-points.

04. Experience Leadership
Digital became a strategic voice.

  •  Co-led elements of the global digital brand identity refresh

  •  Built guidelines and patterns used across regions

  •  Presented digital vision at senior leadership levels

  •  Aligned brand, product, marketing and tech around a single experience language

This was the moment digital design became a recognised strategic partner.

Impact

Impact

  •  Significant uplift in mobile revenue after redesigns

  •  Year-on-year contribution to double-digit e-commerce growth

  • A globally consistent digital identity across touchpoints

  •  Stronger collaboration between brand, product and marketing

  •  Increased trust in design as an input into brand decisions

  • Adoption of Design Thinking across Ecom and beyond

Reflection

Designing at scale taught me that small, consistent moves become transformation.

Systems enable creativity to scale, and storytelling brings organisations along.

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