Case study

Jo Loves

Fragrances created by Jo Malone

Jo Loves is an innovative new scent, bath, body & candle collection created by 
Jo Malone, inspired by the memories and moments in life that she loves.



Magento 1 end-of-life presented an opportunity for Jo Loves and Limesharp to refine an already high performing eCommerce store and introduce Magento Commerce, a platform for growth and scalability. One of the main objectives for the new site was to enhance the storytelling and bring 
Jo’s creativity and personality to the forefront of the experience.


Strategy & Approach

During the discovery process it was evident there were two distinct types of customers. Our goal was to empower new customers 
to be able to self-discover the fragrances whilst allowing repeat customers to shop and checkout quickly. This led us to the creation 
of shoppable stories, where Jo’s creative process and inspiration behind each fragrance is showcased with personalised products. Coupled with a more traditional route to entry via the product listing pages, customers can add to bag and checkout within 3 clicks.

Jo Malone is a highly creative, innovative individual which was reflected in the project KPI’s. A design centric, headless approach was taken to give the brand the flexibility, performance and innovation that was required to deliver a digital flagship store.


Final Experience

Not only has the UX & UI been elevated without detracting from the site speed and performance but the key metrics since launch have exceeded expectations. Conversion on mobile has increased by 70% and the overall conversion rate has increased by 30% bringing significant return on investment.

Limesharp Work

  • UX Design
  • UI Design
  • Development
  • Hosting
  • Support

Shoppable Stories

Each Jo Love’s Fragrance is inspired by memories and moments in life that she loves. Through the use of imagery, typography, fragrance notes and Jo’s words our goal was to encapsulate these memories to enhance the shopping experience and educate the customer. Throughout each collection Jo Loves can highlight key products in the collection, showcase more fragrances and promote the Fragrance Discovery Gift Experience.

Mobile First

Due to Jo Love’s customer base it was imperative that navigating and browsing 
the site remained simple and intuitive. 
We supplemented the traditional “hamburger” menu system by highlighting the key categories that are visible and accessible at all times on mobile. Customers are able to choose 2 complimentary samples with each purchase at the cart, our solution feels intuitive and slick on mobile devices allowing for customers to discover other Jo Loves fragrances.

 Through the use of imagery, typography, fragrance notes and Jo’s words our goal was to encapsulate these memories to enhance the shopping experience and educate the customer.

Magento POS

Magento Commerce is a core system within the Jo Loves business, not only powering the online store but also the POS within the Elizabeth Street store. This allows Jo Loves to have a single customer view, gift cards that are compatible online and instore including a real-time single source of inventory. Ebizmarts POS for Magento Commerce operates on native iPad IOS devices meaning an intuitive app that requires little training. Ebizmarts POS turns Magento into a true Omnichannel platform.

Scent Artist Club

Jo Loves is a brand that will always look after their customers, one of the objectives of the project was to deliver a loyalty program that was bespoke for Jo Loves. After scoping out all of the requirements we advised our long term partner Yotpo’s Loyalty and Referrals platform was the best solution on the market for our needs.

With the bespoke headless frontend we were able to connect directly to Yotpo’s API and deliver an entirely bespoke Scent Artist Club that uses Jo’s signature Red Dot at the heart of earning rewards.