Background
Tiffany & Co. is an American luxury and specialty jewelry retailer, headquartered in New York City. Deloitte Digital won the pitch for redesigning the Tiffany global digital experience in 2018. To take on the challenge of a reimagining the delightful, engaging and mobile first experience.
Team
Work produced at Deloitte Digital. Role: UX and UI designer.
Problems
Customization service was not promoted enough, and Tiffany wants to increase the traction.
Builder tool has low conversion, functionality seems scattered and hard to use.
Goals
Multiple entry points: Allow multiple entry points for access to the customization builder page.
Increase conversion: Design a fun, integrative builder canvas. Clear sequence and flows will reduce the drop off rate between steps.
Showcase customization program: A content hub that showcases and romances the program.
Competitive Analysis
UX Insights
Lack of guidance leading to high click recurrence on the step guide. Users try to jump to different steps to get started.
The CTAs are the least exposed areas of the page.
The product grids are limited in the builder.
User is lack of confidence when they want to change designs because they can’t see the total price until the shopping bag page.
Entry Points Experience
High level journey
1. Provide a unique experience for content stories to define and romance the customization program
2. Allows multiple entry and start points to the customization configure experience
3. Create a destination experience for media drives
4. Consider a guided selling module (leveraging current/modified filters) to help and engage users better
Expose the Customization Module on the Site
Customization Landing Experience
Zone mapping, sketches, wires
Customization Landing Page Final Design
Customization Builder Experience
How can we bring the store shopping experience online? In store, customers always select all their favorite charms, and sales person will bring them to the tray. So the tray becomes a playground to let the customer design, compare until they are satisfied with design and ready to check out.
Key Screens Wireframe
We integrated Tray into the flow, while users browse products. Users add their favorite charms into the tray, then bring their collection to the builder canvas to start designing. Our challenge for the tray design is to define an easy-to-follow guided module.
Polish the Visual Design and Interactions
Interaction - Move, Edit, and Personalization
Simplify, aggregate, engage
To provide a simpler, more focused, configure tool we need to take a new approach to aggregate move, edit, delete and personalization options into one interface.
Move charms
Remove/delete charms
Edit charm’s size, letter, zodiac
Personalization provides standard engraving, hand engraving, monogram and symbols engraving options
Clear price break down
