Lorraine Lea

Lorraine Lea, a major Australian multi-level marketing company specialising in linen and homewares, underwent a comprehensive digital transformation to modernise their business. The company’s independent stylists organise events to sell products, with rewards based on guest spending and stylist performance. However, their outdated, manual systems posed significant challenges, including inefficiency and a lack of data integration.

Challenges and Opportunities

The company’s legacy systems relied heavily on paper-based processes and disconnected digital solutions, creating inefficiencies and limiting scalability. Lorraine Lea recognised the opportunity to enhance their competitive edge by transitioning to a unified digital platform, enabling consistent shopping experiences both at events and online.

Methods

Design discovery

User research and insights shaped the creation of user stories and conceptual scenarios.

Workshops and focus groups

Biweekly sessions defined requirements and information architecture. Feedback from stylists and stakeholders refined the designs.

Prototype testing

High-fidelity prototypes were validated through testing to ensure they met user needs.

UI Kit development

A documented design system was created to extend the brand’s look and feel across platforms.

Outcome

The redesigned system resulted in:

64%

Increase in team sales

38%

Boost in cross-selling performance

Streamlined workflows with real-time updates and a single source of truth for data, enhancing trust and operational efficiency.
Empowerment of stylists to focus on customer engagement, leveraging digital tools to enhance event management and marketing efforts.

Conclusion

This transformation positioned Lorraine Lea as a modern, scalable business capable of meeting the demands of a dynamic market by increasing its visual and product potential through enhanced website design and product UI. As a result, Lorraine Lea now holds a strong competitive stance among Australian multi-level marketing businesses specialising in linen and homewares.