RALPH LAUREN
During my 2 years at Ralph Lauren, I helped shape the digital experience across markets, including the launch of the Middle East e-commerce site—a key growth region for the brand. Our team pushed beyond the typical black-and-white minimalism, concepting, designing, and prototyping animations that gave the site a distinctive energy while staying true to Ralph Lauren’s ethos. Every decision was rooted in customer journeys and data, ensuring purchases were seamless while delighting users with engaging microinteractions. All of this was built on a branded design system, where I maximized existing components to deliver fresh, localized experiences without losing consistency.
PRODUCT DESIGNER
WEB, APP, EMAIL
AI AND TOOLS USED
Adobe Suite
FIGMA
SKETCH
keynote
JIRA
Background
WE NEEDED TO CONTINue elevated the shopping experience—keeping the brand’s luxury ethos intact while making digital touchpoints more engaging and intuitive. prototypING subtle animations and microinteractions AS WELL AS DESIGN A HIGH QUALITY WEB EXPERIENCE that transformed routine clicks into memorable moments.
CHALLENGE
Luxury brands like Ralph Lauren walk a fine line—too much animation can feel gimmicky, too little can feel flat. The challenge was balancing engaging microinteractions with Ralph Lauren’s timeless, sophisticated aesthetic, all while ensuring site performance stayed fast and checkout friction-free.
PROJECT DETAILS
ROLE: SENIOR PRODUCT DESIGNER
TEAM: ART DIRECTOR, UX DIRECTOR, DEVELOPER, JUNIOR DESIGNER
TIMEFRAME: 1-2 months based on each project shown in this casestudy
ENHANCEMENT #1
01 COMPETITVE RESEARCH ANALYSIS
For Ralph Lauren’s Middle East e-commerce site, I benchmarked against global luxury and local fashion competitors. This revealed key expectations like streamlined checkout and regional payment options, while highlighting opportunities to stand out through elevated visuals and microinteractions.
02 FINDING THE RIGHT FONTS FOR ARABIC
For Ralph Lauren’s Middle East e-commerce site, we focused on Arabic script choices that balanced legibility and brand identity. Naskh, being more readable than Kufic, was the foundation for our typography. Paired with refined styling, it ensured the site felt authentic to the region while preserving Ralph Lauren’s signature luxury look and feel.
03 RECREATE EXISTING DESIGN SYSTEM TO ARABIC
To launch Ralph Lauren’s Middle East e-commerce site, I built an Arabic-specific design system that balanced right-to-left layouts and typography with the brand’s luxury aesthetic. This ensured production designers could update the site quickly while maintaining consistency, efficiency, and a premium customer experience.
04 DESIGNS IN ACTION
The final designs brought the Arabic design system to life—balancing right-to-left layouts, elegant typography, and premium interactions. Every page was crafted to feel distinctly localized while preserving Ralph Lauren’s global luxury identity. The result was a seamless shopping experience that looked beautiful, performed smoothly, and stayed true to the brand’s ethos.
Desktop Screens of MIddle East Site
RESULTS FOR MIDDLE EAST SITE
UAE GROWTH
In the UAE, fashion accounts for 38.7% of e‑commerce revenue—making it the fastest-growing category in a digitally-savvy market.
Strategic Launch in a Booming Market
UAE led with 7% growth in orders, and Saudi Arabia with 9%, outperforming the regional average of 5%
Faster Production
a structured Figma-based design system reduced production design time by an estimated 30–40% per update. What used to take a week to build and QA could now be done in just a few days.
ENHANCEMENT #2
RALPH LAUREN WANTED TO BUILD a personalization enhancement. With the RL WARDROBE experience, users can explore previous purchases, discover style advice & receive products recommendations
Ralph Lauren wanted to push past the typical online shopping experience and create something more personal. The RL Wardrobe gave users a digital closet where they could see past purchases, get style tips, and discover new recommendations that actually fit their look. It was about rethinking how customers connect with the brand—making it feel less like browsing a store and more like having a personal stylist right in your pocket.
WE WANTED TO MAKE IT FEEL LIKE you were at ralph lauren. through the web app or app, you could get recommendations to style pieces you already own. This would be the users virtual closet
RESULTS
DIGITAL WARdrobe
Digital wardrobes encourage repeat interactions (users planning future looks), boosting retention metrics.
BENEFITS OF THIS ENhaNCEMENT
Around 72% of RALPH LAUREN consumers saID augmented reality (AR) experiences HELPED their online shopping journey
PERSONALIZED EXPERIENCE
60% of RL shoppers valueD THE personalized experience when shopping online
ENHANCEMENT #3
RALPH LAUREN WANTED TO BUILD QUICKfilters. THis would easily filter out what specific products users want with more ease.
YOU could use this filter in different parts of the page. For example, in this Quickfilter, you can quickly filter by specific product.
In this Version of Quickfilter, you can use the interaction specific to a attribute of the product. This example shows different styles of pants and how you can quickly filter to your desire.
