Swatch wanted to translate its unique personality into the digital world and show its brand essence both online and in stores. We came together to envision getting a watch online to mirror the joy of visiting a physical store and get users to dive deep into the Swatch world.
EXPERIENCE PRINCIPLES
Inspire
Provide users everything they need to get to know and engage with the brand.
Unify
Offer a universal experience across channels and devices.
Facilitate
Make it easy for users to feel confident about shopping online or in-stores.
INDUSTRY
Retail
ROLE
Lead UX Designer at AKQA
YEAR
2020
TEAM SIZE
5+
Challenge
Swatch had a huge presence but their ecommerce site wasn't up to industry standards. The challenge was blending their unique store experience with digital innovation and merging two platforms into one central system. Swatch didn't want sales to be only digital so we had to find the perfect balance for both online and in-store shoppers.
Role
As the Lead UX designer, my role was to orchestrate all the UX strategy and combine business goals with user needs through analyzing competitors, user research, wireframing & prototyping, leading workshops and delivering the overall architecture of the site. It truly was a collaborative effort between brand, product design and strategy to bring the full vision to life.
Solution
We implemented a content merge strategy to combine the old with the new. While some pages were crafted with an 80% emphasis on brand and 20% on conversion (like the homepage), others featured a 20% focus on brand and 80% on conversion (like the product pages). The whole experience was designed to immerse customers into the brand essence rather while optimized to boost sales, whether online or in-store.
10+
Country sites
52.73%
Organic search
4.1M
Monthly visits
PROCESS
Special thanks to the great team at AKQA.
