FRAGMENT
Project Overview
Elixir Signature Scents is a homegrown luxury perfume house with a bold ambition — to put India on the global niche-perfumery map. Its catalogue is genuinely rare, but none of that reached the customer. The old site funneled four completely different audiences through one undifferentiated storefront, had no storytelling to justify the price, and a broken information architecture that made a 30+ SKU house feel like a maze.
The objective: rebuild the entire digital experience as four distinct brand worlds under one maison — Elixir of the World, Aquilaria Luminoir, Hues, and the Art of Personalization.
Deliverables
A unified system across four ranges — Titanex, Bestow, Fusão and Velo
UX Research & Persona Mapping
Information Architecture
Brand-World Art Direction
Shopify Development
Experience-Kit & Sampling Flow
Storytelling
3x
Increase in conversion rate
We deployed a scent concierge that greets every visitor, learns their mood and occasion, and narrows thirty-plus parfums down to the two or three that actually fit. Discovery stopped being a maze — and browsing started turning into baskets.
Flattened Brand Architecture
Four distinct worlds — collector-grade, oud, Gen-Z, bespoke — were forced into one storefront. A ₹25,000 parfum read the same as an entry scent. Nothing signalled tier, world, or who each range was for.
No Storytelling Layer
The year-long craft, the six origin stories, the piano-wood coffret, the 24K gold — all invisible. Products were listed like commodities, so premium pricing had nothing to stand on.
Broken Product Discovery
Poor IA sent a collector and a Gen-Z buyer into the same funnel. No way to reach the right world, filter by scent, mood or occasion, or navigate 30+ SKUs with confidence.
Personalisation Left on the Table
The highest-intent, highest-margin product — was a static page. The buyer with the strongest reason to purchase had no way to actually build anything.
Weak Conversion Infrastructure
No trust signals, no concierge, no CRO, no mobile polish. High-intent luxury traffic reached the site and left without a guide.
Which world is for me?
No way to self-select between the collector line, the oud house, the expressive range, and bespoke.
Why does this cost ₹25,000?
No visible craft, story or materials to justify the extrait-grade price.
Will this actually smell like me?
No scent guidance, mood mapping, or way to sample before committing.
Can I make it personal?
Gifting and bespoke intent had no fulfilment path.
Is this a real luxury house?
Missing provenance, expert validation and trust signals reduced purchase confidence.
How do I choose from 30+ scents?
Decision paralysis, no concierge, no starting point.
Project timeline - 8 Week
1.
STRATEGY
Goals & approach + Roadmap + Brand-world architecture + Opportunities
2.
RESEARCH
Pain points + Insights + User personas (per world) + Category & competitor analysis + User journeys
3.
IDEATE
Information architecture + User flows + Configurator logic + Low-fi wireframes + Brand tone per world + Mood boards
4.
DESIGN
High-fidelity UI + Design system + Four-world visual identity + Clickable prototypes + Bespoke configurator + AI concierge flow
Extensive research was conducted to understand each of the four audiences Elixir serves — their motivations, price sensitivity, scent vocabulary, and the doubts that stall a luxury purchase. Because one maison speaks to a serious collector and a Gen-Z first-timer, the research had to hold multiple, sometimes opposite, buyer mindsets at once — and design a system where each finds their own door.
USER PERSONA
We identified six distinct personas across the four worlds — so the experience could be tailored to each audience segment rather than averaged into one
Reorganised the maison into a clear, scalable hierarchy that lets each audience find its own world, understand the craft, and move to purchase without friction.
1.
Four Worlds, Four Doors
The home page becomes a gateway that routes each visitor into a distinct collection world — each with its own art direction and tone.
2.
Story Before Price
Every premium SKU is wrapped in its origin story and craft breakdown before the buy decision, so the price is understood, not questioned.
3.
Guided Discovery
Scent, mood and occasion navigation plus an AI concierge turn a 30+ SKU catalogue into a guided path.
4.
Bespoke as a First-Class Product
The Art of Personalisation configurator is built as a full product flow, not a static page — a real path to a one-of-one order.
User Journey
Mapped the end-to-end journey to remove the doubts that stall a luxury purchase and create a confident path from arrival to acquisition.
Help each visitor land in the right world for them.
Tell the story and reveal the craft that earns the price.
Guide scent selection, or let them build a bespoke piece.
A frictionless, trust-backed checkout with concierge support on hand.
Each screen is annotated to the element doing the work — and read through the two lenses a product designer has to hold at once: the user's doubt it removes, and the business outcome it's built to drive.
One home page. Four doorways.
PROBLEM
The old site funnelled a collector, an oud purist and a Gen-Z buyer through the same undifferentiated storefront. No one felt spoken to, and the most valuable visitors left first.
SOLUTION
A gateway home page that routes into four distinct worlds, each with its own art direction. Every visitor self-selects into the experience built for them — and the site finally reflects the range of the house.
Sell the story, not the SKU.
PROBLEM
A ₹25,000 parfum was presented like a commodity listing. The year-long craft, the six stories, the piano-wood coffret — all invisible. High-intent traffic stalled at the object because nothing justified the price.
SOLUTION
Every Elixir of the World product opens with its story, then walks the craft: crystal cap, Natasha Tyagi silk scarf, gold-plated plaque, suede-wrapped bottle. A price becomes a justified acquisition.
Make oud legible.
PROBLEM
"Oud" online is noise — buyers can't tell serious from synthetic, and had no way to judge ₹17,500 of depth before buying.
SOLUTION
Aquilaria pages lead with sourcing (the Aquilaria tree, India's heritage) and map each facet — leather, amber, sandalwood — so the buyer understands exactly what they're paying for, backed by expert-review video.
Turn personalisation into a product.
PROBLEM
The bespoke offering — highest intent, highest margin — was a static page. The buyer with the strongest reason to purchase had no way to actually build anything.
SOLUTION
A four-step configurator: choose the box (single/couple), design the bottle (name + initials), choose the scent, engrave the message. Gifting intent becomes a completed, one-of-one order.
Let the young ones play.
PROBLEM
Legacy-luxury tone alienated the exact Gen-Z buyer Hues was built for. Its 24K-gold, colour-led personality was buried under the same formal template as the collector lines.
SOLUTION
Hues gets its own expressive, persona-led world — "EAU YEAH", mood-mapped scents, the floating-gold story front and centre. An entry into the house that feels like the buyer, and is built to be shared.
Rebuilt for the way luxury converts.
PROBLEM
The old funnel leaked: weak cards, unclear CTAs, no sampling path, no mobile polish. Intent never turned into orders.
SOLUTION
CRO across the board — intent-led product cards, experience-kit entry points, a cleaner checkout, mobile-first craft. The same catalogue, rebuilt to close.
We help premium brands turn craft into conversion — research-led, honestly measured, built to scale.
