Country Road Group
Three Essential Australian Brands with a Shared Design System
Platform
App
Role
Lead UX/UI Designer
Timeline
July 2022 - July 2024
Team
Engineering, Brand Stakeholders
Country Road Group (CRG) is a multi-brand Australian apparel ecosystem anchored by flagship labels such as Country Road, Witchery, and Mimco. My goal was to create one design system that could support each unique brand’s voice.
Goal
Create a design system that works for 3 unique brands and is flexible as the products evolve
Country Road
The flagship company that sets the tone for the entire CRG ecosystem.
Witchery
The bold and innovative sister to Country Road.
Mimco
The youngest sister with the trendy accessories.
Multitenant Design System
The core challenge of this project was to unify multiple distinct brand expressions under an organized, scalable design system that could support rapid digital and retail development across the group’s portfolio. By creating a multitenant system capable of handling shared patterns and individual brand personalities, the work enabled faster design execution and consistent experience quality across CRG’s flagship and sister brands.
Evolution
Country Road served as the flagship app where I was able to experiment with new features like editorial, app exclusives and wishlist before rolling out to the other brands.
Outcomes
95% higher traffic
Country Road experience significantly increased traffic after app launch in 2023
up to 5x higher revenue
Mimco saw 5x higher revenue than projection since launch while Country Road saw 51% higher revenue and Witchery saw 54% higher revenue.
Reflection
Focusing on personalization and new features leads to success
Having a shared ecosystem allows for more rapid iteration and exploration, leading to quicker launches and more time for experimenting.
