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"
Persona example (content masked)
User Journey example (content masked)
Card Sorting exercise
Storyboard illustrating one of the User Journeys
Mind Map illustrating the website's Information Architecture
Mobile wireframes examples
Desktop wireframe example
Desktop wireframe example
