Tiffany & Co.

PROJECT TYPE: Global website redesign

PROJECT GOAL: Redefine Tiffany & Co.’s global online presence and, through it, the image of modern American luxury

ROLE: UX Lead & hands-on UX designer

Led a distributed team (USA and India) of: UX Researcher, 2 Senior UX Designers, Junior UX Designer, Senior Functional Analyst (client). Contributed hands-on to: research, ideating, prototyping, relation with the client's design team, presentations up to the C-suite

CHALLENGE

Build a global website that becomes a reference for other luxury brands and reflects the quality of the company’s in-store service

SOLUTION

The design team’s understanding of the customer base (incorporating a younger generation) and business requirements led to the creation of a purified, airy, young looking yet classic, easily navigable interface, with a focus on storytelling and products, guided experiences and delightful moments brought in through strong product photography and subtle micro-interactions. The team also developed several specific features:

Build Your Own — a completely redesign tool for customizing bracelets and necklaces. The interface is replicating the in-store presentation of charms on a virtual tray, allowing the users to drag & drop them in the desired position on the selected bracelet or necklace, and select a text or symbol to engrave.

Gift Selector — new functionality developed to help customers find the appropriate gift for any occasion, be it for a special life event or for the person "who has it all"