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American Tourister (APAC) – Official eCommerce Website

Background & The Client

American Tourister (AT) is a brand of luggage owned by Samsonite targeting the younger generation. Samsonite is assessed as having around 15 per cent of the global market share for luggage and travel bags, and this makes them six to seven times larger than their closest competitor. Being the digital designer of  Samsonite Group, I designed the brand new digital shopping experience for American Tourister and publish to all APAC countries.

The Challenge
Detach AT from a multi-brand website to a stand-alone mono-brand site. Redesign the digital experience and its eCommerce website based on demandware salesforce skeleton and mirroring its sister mono-brand-site -


Through the Design Thinking approach, I sought to understand the brand personality and the needs of the user. Balance those with the business's objectives and technological capabilities. During this period, I started from business requirements and transform them into organised sitemap and wireframe. The whole website is designed to be a mobile focus and clear, user-friendly shopping platform. 

Finally, the website is proudly launched firstly in Hong Kong in October 2019 and will be launched to other countries in the coming months. A modern eCommerce website speaking the voice of the brand across all APAC's markets.


Samsonite Asia Limited




Assistant Digital Design Manager
(Research, Web UI design, Visual Design, Branding)


Regional eCommerce team. Lean UX mind-set

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