Boadicea the Victorious

Boadicea the Victorious is a global luxury perfume brand made within the UK. Boadicea the Victorious began in 2008 when the brand was launched as a worldwide exclusive in Harrods, soon becoming one of the best-selling fragrances. Following a complete rebrand in 2025, Boadicea wanted to renew and improve their e-commerce website to appeal to a global audience and significantly increase their online conversion. With around 80% of visitors on mobile, the focus was a mobile-first approach on the Shopify Plus platform

Website: boadiceaperfume.com

Keywords: UX research, competitor analysis, heuristic evaluation, analytics, UX design, wireframing.

Role
Lead user experience designer

Team
I collaborated with the design director, who was responsible for brand & UI and the Boadicea marketing team.

Activities
UX research: data analytics, competitor research, usability review. UX Design: wireframing, design system (Figma)

Duration
November 2025 to December 2025 (6 weeks)

Discovery phase

My work consisted of a Discovery phase in which I gained insight in current user experience issues. I analysed Shopify user data of the last 12 months to understand the performance of the website in terms of main UX metrics, provided an extensive user experience review of the main customer journeys, and analysed websites of competitors in the luxury perfume market, including luxury e-commerce platforms like Harrods and Hermes. I gained insight into entry points, time on page, bounce rates, conversion and sales and included (limited) Hotjar session recordings to receive some insight into user behaviour as well as Core Web Vitals. Combined with my expert UX review, I began to understand the ‘why’ behind the data.

Insights 

The discovery phase showed huge opportunities for the homepage for brand presentation, featured products, and creating a standout brand experience worthy of the global ambition, as well as increased engagement by evoking all the senses. In terms of practical insights, I could see that highlighting the variety of sizes & prices would most likely improve conversion, as well as turning first-time customers into repeat customers. Overall, the aim was to create a seamless user experience from homepage to product page and checkout, which will uplift the brand experience and conversion.

: Competitors and laterals

: Shopify analytics

: User experience audit

: IxD Principles aligned with the brand

Homepage

I redesigned the homepage in collaboration with the design director and marketing team, featuring many more products and popular gift sets. I recommended products for returning visitors, along with a more immersive brand experience. To improve browsing for mobile customers, I introduced a 2-column grid. With the knowledge that travel sizes and fragrance gift sets are very popular products, we greatly enhanced product cards site-wide by including prices for all sizes, not just the largest bottles and introduced a more immediate journey to checkout with a Buy now option.

Homepage UX/UI

Removing friction from browse & search

I introduced a more seamless and intuitive navigation and search, allowing mobile and desktop customers to easily explore the products and brand. I reviewed and restructured the information architecture of the website, which was reflected in the menu, allowing quick access to the most popular pages. The menu now includes Gifting and Collections pages, responding to the trend of customers collecting several travel-sized fragrances, rather than one preferred fragrance. The search user experience was drastically improved, making use of the page real estate and avoiding dead ends. I added popular searches and bestselling fragrances on the initial Search page, as well as an autosuggest to help with searches. Searches with 0 results now show product cards for bestselling fragrance, returning visitors see previous searches and previously viewed fragrances. The expectation is that the introduction of the new product cards, including travel-sized bottles, will also increase search conversion.

Browse & Search

Fragrance collection including filter & sort

The fragrance collection is a hugely important page after the homepage. The aim was to show more products and include quotes from real customer reviews. The 2-column grid for mobile customer allowed for easier exploration of products. I also introduced significant UX improvements to the filter & sort functionality, indicating more clearly current selections, showing filter states and number of products and including new & limited edition showing selected state. The filter & sort function is now sticky and always in view, greatly enhancing the user experience on such longer pages for mobile customers.

Filter & Sort

Product detail pages  

On the product detail page itself we introduced a 2 – 5 -10 approach to cater to different customer preferences. Quick shoppers who know what they want can view the essential information, customers who want to read the full description, understand notes and customer reviews can explore the full page. We focused on indulging all senses for engagement, proposing audio for perfumers’ stories and photography to communicate the different fragrance notes. A sticky bar was added to the bottom of the page to keep purchase CTAs always in view for mobile customers.

Product Detail Page

Checkout journey

The goal was to double the checkout conversion rate. For the checkout journey, I kept distractions to a minimum, yet included essential persuasive elements such as complimentary gifts, discount codes and free shipping notifications.

Shopping bag

Results and takeaways

It was very satisfying to turn around a full UX audit and redesign in only about 6 weeks. The new Boadicea the Victorious website went live in February 2026. Once the first data has been collected, we can review the impact of the rebrand and redesign of the website on conversion.