Main description

I worked on the French localisation and UX copywriting for the replatforming of the TOMS e-commerce website, supporting the transition towards a more modern, intuitive and user-focused digital experience.

The project involved rewriting and adapting interface copy across key customer journeys, ensuring the new platform experience felt seamless, clear and fully aligned with the TOMS brand identity.

My role covered navigation systems, product pages, transactional messaging, checkout flows and customer-facing microcopy, with a strong focus on usability, readability and consistency across the new interface.

Beyond translation, the work focused on creating a natural and frictionless French user experience while respecting UX constraints, responsive design requirements and the minimalist tone that defines the TOMS brand.

Particular attention was given to simplifying the customer journey, improving content clarity and maintaining a cohesive experience throughout the website migration process.

Key Features

• Website Replatform Localisation: Adapted and rewrote French content for the launch of a redesigned e-commerce platform.

• UX Microcopy: Created clear and user-friendly interface copy across navigation, checkout flows, account areas and transactional messaging.

• Product & E-commerce Copy: Localised product-related content while maintaining consistency across the new platform structure.

• Tone of Voice Adaptation: Preserved TOMS’ minimalist, warm and lifestyle-oriented brand voice across all digital touchpoints.

• UX-Focused Writing: Improved clarity, readability and customer flow throughout the interface.

• Cross-Platform Consistency: Ensured cohesive messaging and terminology across desktop and mobile experiences.

Result

Contributed to a smoother and more intuitive French-language customer experience during the TOMS website replatforming, helping maintain brand consistency and usability across the new digital ecosystem.