Farfetch

The Challenge

Luxury fashion’s entry into the Metaverse demanded more than just launching an NFT marketplace—it required rethinking what luxury means in digital spaces.Farfetch wanted to attract Gen Z, gamers, and crypto-native users while maintaining its position as a leader in high-end fashion. The challenge was to create an immersive, experience-driven platform that:

Bridged physical and digital fashion through interactive NFTs.

Enabled self-expression via customisable avatars.

Fostered a culture of co-creation beyond just transactions.

The project had no predefined roadmap, shifting priorities, and emerging technology hurdles, requiring me to navigate complexity while defining a user-centered strategy.

What We Set Out to Create

The goal was to elevate digital fashion beyond collectibles, making it an immersive, participatory experience that attracts luxury consumers and digital-first audiences alike.

A Web3 luxury platform designed to:

Reposition Farfetch as a cultural hub – Moving from a transactional marketplace to an experience-led digital community.

Enable self-expression – Introducing customisable NFT avatars that reflect individual style.

Seamlessly blend physical & digital fashion – Creating NFTs that offer real-world rewards.

Encourage co-creation & engagement – Providing interactive experiences that invite users to collaborate with brands.

Step 1: Immersing in Web3 & Audience Research

To define Farfetch’s Web3 positioning, I combined market analysis, audience insights, and emerging digital fashion trends:

Market & Competitive Research – Studied Web3 platforms, gaming ecosystems, and luxury brand NFT launches.

Led workshops to define Curio’s North Star vision, ensuring alignment across product, design, and marketing.

Step 2: Data-Driven Prioritisation & Personalisation

Created user personas & journey maps, uncovering pain points like high onboarding drop-off rates and poor content-saving mechanisms.

Discovered that users frequently saved content but struggled with retrieval, leading to engagement loss.

Designed and prioritised features such as playlists, content categorisation, and personalised recommendations to streamline listening experiences.

Step 3: Co-Creation & Prototyping

Facilitated cross-team ideation workshops to brainstorm solutions for content discoverability and retention.

Prototyped and tested user interface design enhancements, including:
01: Redesigned ‘For You’ feed with improved content organisation
02: Simplified onboarding flow to set clear user expectations
03: Playlist feature enabling quick content curation

Measured impact through A/B testing, showing a 2% increase in engagement from playlist feature adoption.

What We Delivered

Organised Product Roadmap integrating user needs with long-term strategic goals.

Clear vision for future growth, setting the foundation for ongoing testing and refinements.

New Product Features - Delivered and tested a product feature driven by user insights and strategic work, resulting in 30% of plays originating from playlists—validating the demand for structured content curation

What This Project Taught Us

This project reinforced the importance of aligning vision with execution, balancing innovation with usability, and setting a clear foundation before diving into development.

🔹 Balancing Investor & User Needs – Structured insights ensured alignment between business and UX goals.

🔹 A/B Testing for Meaningful Metrics – Focused on tracking saved stories, not just immediate listens.

🔹 Design as a Collaborative Tool – Visual prototypes helped align teams before development.

🔹 Segmenting Feedback Efficiently – Hybrid usability testing combined rapid internal testing with targeted external insights.

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