Leading the redesign of LVMH’s website
- hermineloignon
- Sep 15
- 4 min read
Founded in 1987, LVMH is a family-owned group that strives to ensure the long-term development of each of its Maisons, the Group’s individual luxury brands. As the global leader in luxury, it builds on the distinctive character of its brands while pursuing excellence in products and services, in full compliance with the highest ethical, environmental, and social standards. At the heart of its mission lies a simple ambition: to inspire dreams.
The website LVMH.com stands as the Group’s most extensive showcase. As the “LVMH brand” has grown in visibility and influence, the website needed to meet market standards while reflecting the Group’s commitments to accessibility and sustainable design.
Zélie Berger, Head of Digital Communication at LVMH, explains:
“Digital accessibility was a guiding principle at every stage of the project. From the initial mock-ups through to development, everything was audited along the way. Today, we have achieved an 80% compliance rate with France’s official digital accessibility standards (RGAA).”
Creating a website to meet these standarts was no easy task. It meant rethinking both structure and content to deliver a seamless, immersive and meaningful user experience.
“One of the main goal of this redesign was to create a top-tier candidate experience. Working with our HR teams, we refined the content of our job postings and gave applicants their own personal space to track the progress of their applications.” adds Zélie Berger.
To implement the project, the IT and Communication teams worked closely with Saegus, first coordinating the successive phases of the project within an 18-month timeframe, and then fostering collaboration among all stakeholders, from internal departments (HR, Financial Communication, Environment…) to the Maisons and regional teams.
Charlotte Zekraoui, Director of Tech & Innovation at Saegus, reflects:
“A project with so many stakeholders is truly exciting. Beyond the collective achievement, collaborating with such an extended team helped build momentum even before the website went live.”
Phase 1 : Discovery The first phase was entirely focused on user research. It began with coordinating interviews with stakeholders to identify key needs and use cases, enabling the rapid development of the initial website wireframes.
The main challenge was to simplify the website’s structure to make navigation more intuitive. New sections were added in the process, and the pages featured on the homepage were carefully curated.
The new navigation was then tested through guided sessions across all regions where the Group operates. Participants were given a specific use case and were able to explore the website using a fully clickable prototype.
Phase 2 : Design
The design focused on three key aspects: a clean, simple aesthetic, an immersive user experience, and a sustainable design. The Group’s Maisons, some more than a century old, each have a rich history that served as inspiration for the design choices.
The BETC Fullsix teams crafted the visual identity for the website pages in line with the Group’s updated brand guidelines. Designed as a standalone digital product, the website retains its own distinct identity.
The guiding principle was to create an immersive experience, mirroring the high-quality journey customers enjoy in stores.
And the agency’s design choices were quickly approved through user testing.
Phase 3 : Development
The project then entered the web development phase, working closely with the development team within an agile framework.
Every three weeks, key stakeholders came together to prioritize the main features to be developed, addressing multiple areas simultaneously. While one development sprint was in progress, the business teams reviewed the previous one.
Driven by a commitment to continuous improvement, this flexible approach allowed the site to be built incrementally, with mock-ups adjusted throughout development based on testing and user feedback, ensuring the final experience was as seamless and complete as possible.
Aurore Pinel, Senior Agile Manager at Saegus, who oversaw and lead the development team, says:
“Working within an agile framework allowed the business and IT teams to collaborate closely. We held numerous joint sessions to review the site and prioritize features, alongside sprint-end demonstrations. Highlighting the developers’ achievements fostered genuine synergy, making the group more responsive, engaged, and adaptable.”
A team member was in charge of testing and verifying every features of the website against the mock-ups and across all devices. This is the level of quality that LVMH refers to as 'pixel perfect'.
In total, development took place over 12 three-week sprints, with the final two focused on site performance testing and technical stabilization ahead of the launch.
Phase 4 : Content Manually migrating content into the new back office quickly proved to be a major challenge. Two years worth of news, ten years of financial content, and the archives of the Maisons all had to be transferred, while also being updated with new information and entirely new sections created by LVMH’s Communication team.
Translation agencies (for English, French, Chinese, Japanese, and Italian) were also engaged in a parallel workflow, enabling them to integrate content into the localized versions of the website.
To manage this process, our teams established a dedicated Contribution Task Force focused solely on overseeing this part of the project.
“Given the sheer volume of content to be migrated or created, the contribution phase was a challenge on its own. Saegus quickly set up a highly efficient, methodical, and responsive Task Force.” adds Zélie Berger.
In total, 500 pages were written and carefully tested before being sent out for translation.
The team shares their experience
Taking the collaboration between Saegus and LVMH to the next level
This website marks the first launch, where key features were prioritized. Additional features will be rolled out in the future to further enhance the user experience.
The next chapter of this story is yet to be written, together.