Context
How do you reinvent a luxury maison’s e-commerce for the mobile era?
In 2012, Louis Vuitton’s website no longer met the brand’s expectations or changing browsing and purchasing habits on smartphones. Publicis Groupe was selected to undertake a complete visual redesign of its e-commerce site, with a focus on the mobile experience, balancing brand identity, user experience and business objectives.
The challenge: reimagining luxury e-commerce for mobile
The rise of smartphones was changing how consumers discovered products, explored collections and interacted with brands. For Louis Vuitton, adapting e-commerce to these behaviours meant more than resizing interfaces for smaller screens. The digital experience needed to be reconsidered as a whole, preserving the maison’s strong visual identity while providing navigation suited to different devices. The challenge was to reconcile three essential dimensions: brand identity, user experience and commercial effectiveness.
02From strategy to delivery: leading an international digital project
During his time at Publicis Groupe, Ludovic de La Bédoyère led and coordinated the project’s design stages. The work began with preparing and facilitating client workshops to identify requirements and clarify objectives, expectations and priorities. He then coordinated the briefs and work of strategic planning, creative and UX teams, ensuring alignment between brand requirements and design proposals. His responsibilities included organising and leading presentations of wireframes and creative concepts, managing approval stages and coordinating the process through to final visual design. Technical implementation was handled by a partner agency, with which he coordinated the integration of the solutions designed by Publicis. His role also included formalising creative and functional specifications to support development. Among the deliverables, a 72-page document detailed the interfaces and behaviours of the MyLV customer-account area, including registration, customer accounts, order history, wishlists and newsletter subscriptions. The specifications covered different screen sizes and market-specific requirements, translating UX/UI proposals into practical guidance for development teams. This experience illustrates the value of central leadership capable of connecting strategy, creativity, user experience and technology while maintaining project coherence across stages.
