Increasing Engagement and Conversion for a Luxury Brand

IWC’s digital product team realized that their website fails to excite and engage customers the same way their products do in physical stores. 

To improve engagement and conversion, we redesigned key pages in IWC’s e-commerce funnel based on qualitative and quantitative user research. We simplified the information architecture, focused heavily on storytelling, and introduced new features to facilitate more playful product exploration and a more user-centric shopping experience.

Contributions and Impact

  • Led both UX and UI workstreams

  • Created the project plan and roadmap

  • Distilled insights from existing, in-depth qual and quant research

  • Collaborated daily with IWC’s product design team on features, content, and design

  • Created high-fidelity prototypes

Content refresh and storytelling highlighting savoir-faire

Adding e-com functionality that customers expect

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