Burberry

Platform
App

Role
Senior UX/UI Designer

Timeline
Sep 2024 - Feb 2025

Team
UX Research, 2 Designers, Brand Stakeholders

Edible is a gifting platform traditionally known for fruit arrangements that has expanded into a broader range of products and experiences. This project focused on evolving the digital experience to support product expansion, improve discoverability, and encourage new customer behaviors through loyalty engagement and personalization.

More Than Just Fruit

Expanded Products

Edible’s expansion into products beyond fruit arrangements called for updated navigation and promotion for these marketplace goods.

New Loyalty Perks

Their revamped loyalty program needed a design refresh showcasing exclusive offers for recurring customers and encouraging repeat purchases.

Year-Round Gifting

Edible wanted an increased focus on personalization and gifting. There’s something for everyone and gifts should be easy to find and send.

Research & Insights

  • We used a mix of qualitative and quantitative inputs, including existing user behavior, funnel data and stakeholder insights & business constraints

  • Hosted a design workshop with Edible to align all parties on project goals

  • Conducted competitive analysis of gifting and loyalty experiences

Information Architecture
& Discovery

  • We suggested improved taxonomy and category navigation to surface new products earlier in the browsing experience

  • Created clear visual cues for exploration

  • Explored and refined a new multi-cart experience with shipping, delivery and pickup options from Edible and partner brands

Design System
& Flows

  • We started by building a completely new design system that expanded on Edible’s existing branding

  • Designed components that can be segmented to specific user types

  • Created and annotated new flows for user journeys including mixed cart, loyalty users, gifting and personalization

Learnings

Brand trust is a design constraint.
Expanding Edible beyond its core product required introducing novelty without disrupting existing mental models. Users already trust this brand so it’s important that new features feel cohesive within the existing ecosystem.

Loyalty performs best when embedded.
Surfacing loyalty benefits within moments of high intent—rather than as a standalone feature—helped reduce cognitive load and made value feel earned rather than marketed.

Gifting-oriented design supported repeat purchases.
Emphasizing occasion-based flows and reminders helps shift behavior from single transactions to recurring engagement tied to meaningful moments.