Case Study 02 / Luxury · Product Design · iOS

A new way to
discover Dior.

A concept iOS app dedicated entirely to Dior fragrances, designed to make discovery, exploration, and purchase feel as intentional and elegant as the product itself.

Product Design Luxury E-Commerce iOS
Dior Fragrance App, hero mockup
Concept · 2024
Role Product Designer
Researcher
Platform iOS
Android-ready
Tools Figma
FigJam
Methodology Agile
User-centered
Type Self-initiated
Concept project
01 Overview
Dior lives across many surfaces. Fragrance deserves its own.

Dior already runs a strong digital presence: a flagship site, a content-heavy MyDior app, and a network of boutiques. None of them are built specifically around the act of discovering and buying a fragrance, where browsing is half the product.

This case study explores what a focused, brand-aligned fragrance app could look like, distinct from MyDior's news and tutorials, and dedicated to the wardrobe of Dior scents.

The work covers research, competitive analysis, prioritization, and end-to-end screen design for a concept that treats luxury as restraint, not decoration.

The Problem
A house known for its scents has no app dedicated to them. Discovery happens in the gaps, between a search bar and a boutique counter, instead of at the brand's own table.
02 Objectives
01
Capture the essence of Dior
Infuse the visual system with timeless elegance: generous white space, restrained type, and editorial photography. Luxury reads as confidence, not embellishment.
02
A space dedicated to fragrance
Build a focused product, distinct from the broader MyDior experience. One subject, deeply considered, instead of one app trying to be everything.
03
Earn repeat visits
Move beyond a single purchase. Make exploration the reason to come back: scent journals, curated drops, and a profile that learns over time.
03 What Users Need
01
Ease of exploration
Effortless browsing across collections, with intuitive filters by scent type, occasion, and fragrance family. Discovery should feel like wandering, not searching.
02
Clear product information
Detailed notes, sizes, pricing, and high-resolution imagery so each bottle reads like a product, not a thumbnail. The page is the boutique window.
03
A convenient purchase
A streamlined checkout with multiple payment options. Reduce friction at the moment of intent so the decision, not the form, is what's remembered.
04
Personalization that earns trust
Tailored recommendations and a profile that learns. The app should feel like Dior recognizes me, without ever feeling like Dior is watching me.
04 User Personas
05 Competitive Analysis
Houses with strong brands. Apps that don't quite match the product.

I audited the major luxury fragrance peers from a guest user's perspective: site, app, and end-to-end ordering. Each brand has equity. Few translate that equity into a focused, fragrance-first mobile experience.

Snapshot from 2024. Some brand offerings may have evolved or rebranded since.
Chanel
Strength Intuitive web experience, clear ordering flow, and confident brand voice across surfaces.
Gap No dedicated mobile app for browsing. Web-only on phones. No loyalty program.
Burberry
Strength Modern, well-designed app with personalized recommendations and varied payment options.
Gap Limited language flexibility, occasionally verbose product copy, and no dedicated fragrance lane.
Armani
Strength Minimalist visual identity that resonates with its target audience and signals brand integrity.
Gap App focuses on Armani Exchange. Convoluted navigation and a cumbersome checkout process.
The opening
No direct luxury fragrance peer offers a focused, fragrance-only mobile experience. The opening exists; the bar is design quality and editorial restraint.
06 Prioritization
Urgent
Not urgent
Important
Do Urgent · Important
  • Define the brand-aligned visual system (type, color, motion, photography).
  • Design end-to-end onboarding and account creation.
  • Design product detail with notes, sizes, pricing, and editorial story.
Schedule Not urgent · Important
  • Loyalty and rewards program with curated samples.
  • AR try-on and scent-pairing exploration.
  • Gift wrap, personalization, and concierge at checkout.
Not important
Delegate Urgent · Not important
  • Catalog data ingest and product photo CDN setup.
  • Localization framework for languages and currencies.
  • Analytics, consent banners, and routine compliance work.
Eliminate Not urgent · Not important
  • News and editorial feeds (already covered by MyDior).
  • Broad e-commerce features outside fragrance (skincare, makeup, RTW).
  • Heavy gamification that competes with the product's tone.

Axes read urgency across columns and importance down rows: the classic Eisenhower frame.

One subject, deeply considered.

I ran the feature backlog through an Eisenhower matrix to separate what's essential for a v1 from what's exciting but premature. Anything that didn't make discovering or buying a fragrance easier moved out of scope.

The result was a deliberately quiet surface: discover, learn, buy, return. Everything else, from beauty content to ready-to-wear, was deferred to the broader Dior ecosystem.

  1. Editorial home with curated collections
  2. Product detail rich enough to read like a story
  3. Frictionless bag and checkout
  4. A quiet account that remembers what matters
07 The Screens

A small system,
set in generous space.

Nine screens carry the entire experience: from welcome to receipt. Each plays one role, with one clear next action, and gets out of the way once the user moves on. Type sets the brand; whitespace does most of the talking.

Initial screen
01Initial Screen
Login screen
02Login Screen
Create account screen
03Create Account
Home main screen
04Home Main Screen
Product screen
05Product Screen
Services screen
06Services Screen
Search screen
07Search Screen
Shopping cart screen
08Shopping Cart
Account screen
09Account Screen
08 Reflection
Luxury isn't decoration; it's restraint.

The biggest learning here was discipline. Every additional screen, swipe, and feature had to defend itself against the brand's own quietness. The most luxurious version of this app was almost always the smaller one.

A focused fragrance app earns its place precisely by not trying to be all of Dior. It does one thing and dresses it well, then trusts the customer to come back to discover the next note in their wardrobe.

If shipped, the next chapter is loyalty: SAV concierge, private launches, and curated samples. Features that belong to a brand-owned channel and nowhere else.

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