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E-Commerce Ecosystem

At limango, I was responsible for UX/UI design across the flash-sale shop, Outlet, Deals, and Travel. I also designed digital and physical touchpoints for CRM, newsletters, print, and packaging.

The limango shop as it was then: on the left, the campaign overview and the sign-up page on desktop, tablet, and phone; on the right, six desktop pages from the home page to checkout.

Project context

limango is an online shop for families offering discounted brand-name products. The company is part of the Otto Group.

Company
limango GmbH
Role
Senior Manager Web Design / UX Design
Period
2012
Scope
UX/UI and visual design for a responsive shop platform, CRM, print, and packaging
Tools
Photoshop, Illustrator, InDesign, Balsamiq

The task

New limited-time brand campaigns launched every day. The shop had to structure a dynamic assortment clearly and stay easy to navigate despite constantly changing content. At the same time, the shopping experience had to work across screen sizes at a time when responsive design was not yet an established standard. Shop, newsletters, print, and packaging also needed to form a consistent brand experience. My role covered all of these touchpoints, with a focus on conversion and customer retention.

Outcome

  • User journeys became a shared framework across shop, CRM, and newsletters.
  • Navigation and flows were structured around key entry points, decision paths, and conversion paths.
  • A responsive layout system created consistency for constantly changing campaigns across desktop and mobile.
  • Multivariate tests of design and messaging variants provided the basis for ongoing optimization.
  • A shared design language connected digital and physical touchpoints into a consistent brand system.
Close-up of a gray shipping box covered in white product icons and printed with “I love shopping”, the word love shown as a green heart.
Two gray limango shipping boxes beside three print pieces: a co-branded voucher flyer, a green voucher for baby fashion, and an autumn flyer with children lying in leaves.

My role

I was responsible for UX and web design across the shops. My work included information architecture, user flows, and interface design, along with newsletters, CRM communications, print, and packaging. For multivariate testing, I created design and messaging variants and developed the testing approach together with product management and marketing.

Skills

  • UX/UI Design
  • Usability & User Flows
  • User Journey Analysis
  • CRM Optimization
  • Multivariate Testing

Team and collaboration

Team
Sole responsibility for UX and web design
Way of working
Cross-functional collaboration with graphic design, product management, engineering, and marketing
Elisabeth Wimmer

Senior / Lead Product Designer

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