Birkenstock: Enhancing CX for Growth

Isabella Smith

Summary
Final work

I'm a BA (Hons) Fashion Marketing graduate with a passion for digital innovation and creating meaningful brand experiences. My work focuses on combining strategic thinking with hands-on execution across paid media, conversion rate optimisation, and app/web design. I’ve developed a breadth of skills, most notably in prototyping and user experience design, with a strong interest in how technology can enhance customer journeys and drive brand growth.

I'm a BA (Hons) Fashion Marketing graduate with a passion for digital innovation and creating mea...

This project presents the strategic development of a mobile app designed to enhance Birkenstock’s customer experience within the UK market. Developed as part of a wider initiative to address low brand loyalty and fragmented omnichannel operations, the app acts as a centralised hub integrating loyalty rewards, repair service access, and streamlined shopping. Informed by primary research and industry insights, the app addresses consumer pain points directly, including order tracking, customer service friction, and the lack of unified digital and physical retail touchpoints. Beyond transactional functionality, the app is built for scalability and future integration of AR and AI capabilities, enabling Birkenstock to deliver a seamless, value-driven experience that supports long-term retention, acquisition, and sustainable brand engagement.