Lilly Pulitzer


eCommerce Responsive Web & iOS app | 2020

Lilly Pulitzer’s iconic prints and colors have made them a cult-classic, but their eCommerce site was not performing to industry and corporate standards. My team at Deloitte Digital took the lead to redesign their experience. Through deep user research and key bespoke site template design we delivered an entirely refreshed experience that proved to be a success to Lilly and customers alike. After the success of the .com site, we took on the iOS app.

My role

Senior UX Designer

As the most senior product designers, I was responsible for restructuring the site architecture, filtering capabilities, and wireframes for the site experience.

Product team: Domestic & international  designers | copywriters | developers | creative director | product management | client stakeholders


The Lilly Pulitzer is an iconic brand that brings to mind a typical “Lilly girl” image. However, through our research team’s detailed investigation and customer interviews, we learned that the typical Lilly customer goes beyond the Palm Beach or sorority girls. 

20 customer interviews
11 non-customer interviews
14 in-store intercepts
Key themes uncovered in the research phase

Re-structing the architecture

Any Ecommerce expert will tell you that a customer no longer enters a site via the homepage - they come in “Sideways”. Due to search terms and shopping habits, users often have a destination or product type in mind. The site’s architecture needs to support this through clear and organized labels that make sense to both the user and the brand they’re shopping.

Before beginning, we analyzed the original navigation and real user feedback:

Overhauling the navigation

As the UX lead on the project, I iterated and designed the final solution for the navigation strategy.

Designing custom site templates 

We created key page templates for the Lilly Pulitzer brand to breath life in to any season, product, or brand story. We prioritized a clean aesthetic to let the clothes tell the stories, assisted by experience-driven shop-able modules that could be swapped depending on product and page needs.

I was responsible for the UX design and wireframe screens.

Product Description Page - Buy Stack
Browse Grid
Product Bundle - "Shop the Look"
Category Landing Page

Enhancing micro-interactions

The eCommerce shopping experience has ubiquitous micro-interactions, that have many possibilities in their design execution. With our shopper in mind, we wanted to craft these micro moments intuitively and inject the Lilly Brand where possible.

I was responsible for the UX design and wireframe screens.

Ensuring scalability

Our designs were created with flexibility in mind. To prepare our Lilly Pulitzer counterparts, I created a design playbook to give understanding and purpose to our template designs. They utilized this when planning their site page content for each product line launch.

Results & iOS app

When our collaborative Ecommerce vision launched, our users responded:

Higher transactions
Increased transactions

After taking on the ecommerce site, our team revisited the Lilly Pulitzer iOS app. Led by our responsive mobile designs, we analyzed and redesigned key iOS features based off of Apple's Human Interface Guidelines to best match app best practices and our user expectations.