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CREED Boutique
 CREED Boutique has crafted prestigious fragrances since 1760,  but their website does not match the quality of their perfumes or boutique service.

Create a website for their users that not only allows them to shop and learn about Creed, but parallels their in-store customer experience.

Scent is a powerful thing and a website for a thing like that should be even more so.


International Cosmetics & Perfumes - ICP wanted a partner to assist them with relaunching their North American www.creedboutique.com website in 2018. The new website should reflect a refined and modern aesthetic maintaining Creed Boutique as a luxury brand, that would optimize existing functionalities and elevate the user experience for newly introduced functionalities.

The new website was to reflect the brand’s ethos across 3 pillars:


We immersed ourselves in the World of Creed via research and analysis of the history of the brand, the Creed consumer, Competitor Analysis, a little Fragrance 101, and a diagnostic of the current platform and consumer experience. Tools of the discovery phase included the following:


We also conducted user surveys offering a CREED gift certificate upon completion, and were able to gain a better understanding of Creedboutique.com's needs.

3 primary users:

user Summary

Analytics & SEO Report Heat Mapping and Scroll Reports Path to Purchase PLP only allows sorting options for fragrances—does not allow user to filter based on preferences. Scent finder


How might we categorize and help users understand these fragrances better?

information architecture

We needed to simplify the navigation through eliminating redundancies and non-sensical flow. With so many static pages and a wonky navigation both on desktop and mobile, we believed it best to move forward with fewer top tier buckets, and more alluring sub categories. We also looked to condense pages without affecting SEO opportunities. Additionally, we wanted to update nomenclature to be more aligned with modern search terms. While the sitemap was fluid throughout the UX process, we were always working to optimize and stay conscientious of page templates and requested page designs.

Original Sitemap SEo Recommended Site map UX Strategy

Redesigned sitemap We developed 2 conceptual directions for the e-commerce structure, then moved forward with a conglomeration of both directions that was used structurally throughout all wireframes to create our base flows while moving on to visual design. Strengthen brand voice through consistency

With a clear value proposition and solid social media presence/engagement, we wanted to enhance the already strong brand reputation within all facets of their website. Elevate Navigation and categorization

We created an entirely new navigation system based on our UX and SEO findings. This allowed for visual callouts to various sections of the website shoppable Product FIltering system

The current website had very limited filtering capabilities, beyond gender and product type filters,, and recommended/a-z sorting. We created a system to pull results based on more user-specific needs, creating a more shoppable site (and visibility to search engines).

Represent scent in a sense-less space

Driving sales for a fragrance on an e-commerce platform was a tall order, but we were ready to take on this challenge. Creed's current website described people and places to explain their perfumes, but what if there was an easier way to do this? Scent is visceral and instinctual. Scent creates moods and recalls memories.  Scent is complex, yet feels simple like ...color.

We visually mapped various notes into colors, allowing for a greater understanding of compound notes, and giving a visual signal to what olfactory pairings could be most appealing. We then integrated each perfume's scent color story into various parts of the website. Fragrance Profile within Product Page Scent Finder Results Sampler Set Module Scent Finder Quiz

Simplified PDPs

Product details were restructured and simplified, we integrated lifestyle and editorial modules (where relevant), and we created a more visually stimulating PDP

A new SKU (Sampler Sets) also became available during our re-design. We not only integrated them into our scent finder quiz, we continued to detail the unique aspects of each recommended fragrance, including their fragrance color story. SEO-Friendly PLPs

The client was adamant about having ancillary/collection PLPs so we took this opportunity to showcase more of the personality of each fragrance. We took a little from our standard PLP and PDPs , further integrating our fragrance color stories, lifestyle, and editorial modules in a a more high level way. Click Here to view creedboutique.com’s Desktop Invision Prototype

Team: Trishia Frulla, Elizabeth Clare