Moda Operandi
How Moda Operandi Transformed Luxury Fashion: Data-Driven Innovation & Real Business Impact
Moda Operandi is the global destination for luxury fashion, providing designer access, brand discovery and unparalleled curation. Founded in 2010 by Lauren Santo Domingo and Aslaug Magnusdottir, Moda Operandi is an online luxury fashion retailer that allows customers to pre-order directly from designers, immediately after their runway show.
Industry
Luxury fashion
Role
UX design, UI/UX engineering, QA and Product Management
Year
2019
Website
modaoperandi.comThe problems
01
A fragmented experience
Moda Operandi had built a rich brand world, but the digital experience had become fragmented across channels. Customers were losing confidence in the path from runway inspiration to purchase, and the brand's promise of first access was getting lost in complexity.
02
Legacy systems limiting speed
Much of the operational stack was held together by custom tools and manual workflows. Competition was moving faster, and the team needed clearer data, faster experimentation, and a more reliable backbone to scale internationally without sacrificing craft.
Our solution
01
Customer-led redesign
We rebuilt the core shopping journey around purchase intent signals, not just merchandising logic. New product architecture, navigation, and personalisation made it easier for customers to discover, pre-order, and complete purchases with confidence.
02
Platform and tooling upgrade
We restructured the platform layer to support faster experimentation and cleaner data flows. From inventory and payment systems to content and campaign tools, we introduced systems that let the team ship, test, and learn without engineering bottlenecks.
03
Embedded data discipline
We put measurement into the product itself: clearer event tracking, dashboards the business could act on, and a test-and-learn culture that connected marketing, product, and operations around shared outcomes.
Business impact
Moda Operandi's sales grew up to 19% in subsequent months in the markets following the work. Brand recall was already strong, but the conversion and loyalty loops we introduced helped turn awareness into repeatable revenue.
Beyond the headline numbers, the team now had a clearer picture of what was driving growth and a faster operating rhythm to keep improving it.
19%+
Sales growth in target markets
$100K
Operational savings unlocked
10%
Conversion lift on redesigned flows
$3,000
Average order value increase
“We were able to get a team that worked with us in New York and also have support from India. Ritu understands luxury and was able to execute our rebranding across our digital assets. We will engage The Data Duck again to augment our internal team. Thank you, Ritu.”
Lauren Santo Domingo
Co-founder & Chief Brand Officer, Moda Operandi