The Macallan
Client
The Macallan
Services
UX / UI Design
Web Design
Improving the Buying Process
I led the UI design, ensuring that every interaction felt refined and intuitive. From navigation to product browsing, the interfaces were crafted to balance ease of use with the sense of exclusivity that defines The Macallan brand. The result was a digital environment where function and luxury could coexist without compromise.
Alongside the interface design, I created a suite of visual assets that reinforced the brand’s storytelling. These assets helped bring the craftsmanship and tradition of The Macallan to life on screen, providing customers with a digital experience that reflected the quality of the product itself.
To communicate these ideas clearly during development, I produced animated prototypes that demonstrated motion, transitions, and user journeys. These prototypes not only made the design vision more tangible but also helped streamline collaboration and ensure the final build stayed true to the intended experience.
Refining the User Experience
A key focus of the project was to refine and optimise the UX and UI of the website. I worked on improving ecommerce journeys, simplifying the process of browsing, selecting, and purchasing products while ensuring the site remained true to the brand’s premium feel. We also enhanced localisation and language features to support The Macallan’s global customer base, making the site more accessible and relevant across regions. In addition, targeted sales experiences were introduced for premium customers, creating a more personalised and exclusive digital environment that reflected the brand’s luxury status. To support discovery, we also optimised search functionality with a robust approach to surfacing products, news, new releases and inspiration content, ensuring customers could easily explore the full depth of The Macallan’s offering.
The outcome was a refined, immersive ecommerce experience where the product catalogue and online shop were seamlessly integrated delivering clarity, elegance, and a digital touchpoint that elevates The Macallan’s premium positioning.
