As design lead, I built a scalable, modular resale experience adopted by partners including Balenciaga, YNAP, and Harvey Nichols. The service boosted brand repurchase rates, grew customer lifetime value by 3.5×, and delivered strong sustainability outcomes across six markets.
Client
Reflaunt
Industry
Resale-as-a-Service
Role
Product Designer
Timeframe
Late Q1-Q2 2025
End-to-end design lead across strategy, UX, UI, and delivery
Launched with 6 luxury partners globally
Built a modular, brand-adaptable design system
Drove measurable lifts in loyalty, repurchase, and sustainability impact
Context
Concierge is Reflaunt’s white-label resale service that lets luxury brands offer customers an easy way to resell pre-loved items for cash or higher-value store credit. I led the end-to-end design of the experience, from microsite flows to brand integrations like Balenciaga’s Smart Button, covering the full resale journey from collection to payout while ensuring it remained both on-brand for partners and scalable for Reflaunt’s teams.
The problem
Luxury brands were increasingly interested in entering the second-hand market, but lacked the digital infrastructure, operational workflows, and customer trust to deliver a premium resale experience. Customers also found typical resale routes fragmented and time-consuming.
Industry challenges we needed to address:
Customers wanted resale to be easy, trusted, and premium
Brands wanted resale to increase loyalty and repurchasing, not compete with primary retail
The consignment model caused confusion around pricing and payout timing
With no brand integration, the standalone microsite needed to establish trust
Operational complexity meant flows had to be crystal clear
Our goal:
Build a seamless, branded resale experience that luxury customers actually want to use — and that brands can launch quickly and maintain at scale.
Objectives
Help brands gain access to high-quality pre-loved inventory
Encourage circular shopping behaviours
Increase customer loyalty through higher-value store credit incentives
Reduce operational complexity through clear UX patterns
Build a scalable design system that adapts to multiple luxury brands
For the POC, I was responsible for designing and developing the full user experience – from how the customers list the items they wish to resell to how they manage the items they are reselling. Concierge was initially launched with Balenciaga as a pilot programme, followed by Harvey Nichols and then Net-A-Porter.
Net-A-Porter launch
For the launch of Net-A-Porter, I worked with the in-house design team to define the overall UI and ensure it felt within the Net-A-Porter design system. This was then replicated for the launch of The Outnet and Mr Porter.
Replicating the experience
Each brand required:
New UI aligned to their design language
Copy updates to adhere to brand TOV
Layout refinements for content-heavy sections
Clear messaging for the consignment model
Iterative improvements based on ops and customer feedback
Smart button
Users could now:
Access resale directly from their past purchases
Add items to a resale request inside My Account
Seamlessly continue the journey on the Reflaunt-powered microsite
UI alignment
I worked closely with Balenciaga’s design team to:
Mirror brand typography, spacing, and motion
Align component structure to their design system
Ensure consistency down to pixel-level specs
This increased trust and conversion by making resale feel like a native brand experience.
As more brands adopted Concierge, it became clear a scalable approach was needed.
Design system
I built a modular design system using Atomic Design principles:
Core tokens: colours, typography, spacing
Components: cards, lists, inputs, buttons
Templates: home, item submission, pricing agreement
This allowed rapid rollout for new brands while preserving consistency.
Preparing for the next phase
Concierge’s learnings directly informed the development approach for Reflaunt’s more scalable product, Takeback. I collaborated with PM and Engineering to:
Define a standardised version of Concierge
Reduce customisation overhead
Consolidate common UX patterns into the shared system
Key learnings
Clear communication is essential in consignment services
Standardising the component library drastically reduces onboarding time
Store credit incentives meaningfully increase LTV
Branded UI is key for trust when operating outside a brand’s main site
Future phases could include:
Video item submission
Smart-pricing transparency tools
Improved post-sale tracking
