Drawing on a family tradition of fine timepieces, the Brandizzi brothers have made their store a top destination for watch enthusiasts and collectors worldwide. With their expertise, they've curated an unparalleled selection of historic and valuable watches.
As a UX researcher and designer, I was asked to run a contextual inquiry in the shop to provide insights and possible solutions on the pain points of their customers when choosing and buying a watch.
My challenge was to enhance the luxury watch shopping experience for buyers and collectors, from the initial website visit to home delivery. The goal was to increase conversions within the highly competitive vintage watch market. My short timeframe required quickly gaining customer insights and designing improved, targeted solutions for this niche segment.
After I cross-referenced my qualitative research with the existing data and conducted a UX audit on their website, I realised that there was an opportunity to retain and acquire customers, in three steps: A wish list option. Customers, especially collectors, spend extensive time searching for the right watch and find it difficult to keep track of their findings. Updates. Since vintage watches are sometimes rare or unique timepieces, customers like to see updates with the latest arrivals. They check social media and newsletters. Conditions. Customers need to be sure that the luxury watches are in perfect condition and fully working. So I suggested an increase in the size of pictures and a 360-degree shot to show clearly the product and its condition.
I provided the client with a report with insights and validated design suggestions for changes to implement their existing website.
