Pernod Ricard
Pernod Ricard is a global leader in the wine and spirits industry, owning iconic brands like Chivas Regal, Absolut, and Beefeater. The company uses loyalty clubs to connect directly with its customers.
The main challenge was to redesign their official e-commerce platforms in Brazil: Drinks and Community (for B2B partners) and Le Cercle (for the luxury B2C market). The goal was to turn complex platforms into smooth shopping journeys, blending business strategy with high-quality design.
Custom e-commerce experiences for Pernod Ricard’s exclusive clubs
In collaboration with
Role
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Design System, UI Design, Information Architecture
The Challenge
A single structure for different audiences and motivations
The project aimed to solve critical usability issues, such as long login flows and confusing navigation that hurt conversion rates. The biggest technical and design challenge was building a shared architecture that allowed for full customization. While B2B users needed speed and benefits like cashback, luxury customers expected exclusivity, collectibles, and a sophisticated feel.
My Contribution
UI strategy and personalized journeys
I worked on optimizing the user experience by simplifying the login flow and redesigning the points and cashback sections to make them more intuitive. My focus was on creating unique experiences through visual design. I used specific typography and color palettes for each brand to ensure the same functional structure offered a completely different feel, ranging from a casual and vibrant look for bar owners to a personalized and elegant style for the luxury market.
Business Impact
Operational efficiency and conversion for multiple business models
Optimizing critical flows reduced login friction and simplified the cashback logic for a portfolio of more than 20 global brands, creating a faster shopping journey. In addition to performance gains, the flexibility of the new interface allowed for expansion into exclusive experiences, which increased the perceived value for Le Cercle members.
Revenue in 2021 (BRL)
0M
Global brands supported
+0
Platforms (B2B & B2C)
0
Shared architecture
0
The redesign solidified the platforms' commercial impact, reaching BRL 1.8M in revenue in 2021 and validating Pernod Ricard’s Direct-to-Consumer model
The platform was redesigned based on a project that began in 2020. Following the insights gained and the site's strong performance, it underwent UX improvements and the addition of new interactive features, such as product personalization, experience-based shopping, and limited-edition items exclusive to Le Cercle members.
