Hennessy X.O
A Moonlight Odyssey

The in-store experience was structured as four sequential UX moments, each solving a specific friction point in the path to purchase. The flow was designed to take under two minutes — short enough to complete at the shelf, rich enough to feel like a genuine consultation.

The core UX challenge was the recommendation logic. A wine-knowledge quiz would alienate the exact customer who needed help. So instead of testing expertise, the quiz read personality — asking about imagined spaces, hosting style, and mood rather than tasting notes.

Each answer path led through a campaign-specific decision tree to one of eight personality profiles, and each profile was deliberately mapped to a Moët Hennessy product that complemented it. The output wasn't "here's a bottle" — it was "here's who you are, and here's the bottle that matches."

That reframing is the whole design. It turned a knowledge gap — intimidating, exclusionary — into a personality reveal — flattering, shareable, and social. The recommendation felt earned rather than sold, which is exactly how a real concierge makes you feel.

The AR concierge solved the moment of purchase. The Moët Hennessy Concierge website was designed to own everything after it — a full content platform architected around the journey from "luxury enthusiast" to "MH Connoisseur."

I designed the information architecture across the whole site: The Collection (a filterable product library split into Bubbles & Wines and Spirits, each with tasting notes, food pairings, and cocktail ideas), the Connoisseur Guide (an editorial content hub), My Collection (saved products, articles, and quiz results), and Virtually There (an events calendar). The "House" became the organizing motif — each Moët Hennessy brand framed as an aristocratic House with its own story.

The two halves were built to hand off cleanly: every AR recommendation linked directly into the relevant product page on the platform, so the customer's in-store moment became the first step of an ongoing, logged-in relationship with the full Moët Hennessy portfolio.

The visual system had to do something difficult: feel like Moët Hennessy — heritage, restraint, the weight of the Houses — while living entirely on a phone screen in a liquor store. The answer was an editorial system built on warm ivory, deep charcoal, and gold, with a serif typographic voice that carried the luxury without relying on it.

The eight personality results were the system's expressive peak — each rendered as a custom illustrated portrait, designed to feel collectible and personal enough to screenshot and share. The illustration style gave the experience warmth that photography alone couldn't, and made the result feel like a gift rather than a sales screen.

Consistency across the two experiences was the discipline. The AR concierge and the content platform shared one type system, one palette, one illustration language — so a customer moving from shelf to website never felt the seam between them.