Industrial ····· Watches (e-commerce)
Published ······ 2019
Contributions ·· UX Strategy & UI LEAD
Task ··········· Conduct product strategy for revamping E-commerce website and provide art direction for whole brand
Published ······ 2019
Contributions ·· UX Strategy & UI LEAD
Task ··········· Conduct product strategy for revamping E-commerce website and provide art direction for whole brand
UNDONE®
https://www.undone.com/
Objective
Objective
- Create an overview of the watch market (US Focus) across Luxury, Fashion and Affordable categories to define positioning for Undone.
- Determine current and emerging trends in and out of category to inform our brand & launch strategy.
- Interview consumers and experts to determine what our target market desires from an emerging brand.
Methods
User interviews, contextual inquiry, Affinity mapping, User flow, Experience mapping, Prototyping, wireframes, Usability testing, data analysis.
Redefined Luxury
Shifts in consumer behavior have resulted in a new outlook on luxury shopping.
Younger demographics are now considering product scarcity, personalization, and holistic brand experiences when engaging with luxury brands.
Simply put, a high price point is no longer the defining factor of luxury for Millennial and Gen Z consumers.
Younger demographics are now considering product scarcity, personalization, and holistic brand experiences when engaging with luxury brands.
Simply put, a high price point is no longer the defining factor of luxury for Millennial and Gen Z consumers.
Interview:
“The younger generation of watch buyers are not on the market for “old school luxury.” Instead, affluent Millennials seek simplicity, personalization and transparency when choosing their luxury timepiece.”
“High-end watches are focusing on developing digital sales via marketing channels. Vintage-inspired designs and online collaborations with influencers and bloggers are particularly important.
” A well-designed watch on the wrist evokes images of worldly travelers in crowded train stations, journalists working to beat an important deadline, and motivated graduates eagerly pursuing new careers. Time as an integral part of a passion, rather than an obligation. The watch reminds us of a nostalgic determination and a feeling of connection to a time when the world moved, but not too fast, and in one direction: forward.” -Mondaine
“High-end watches are focusing on developing digital sales via marketing channels. Vintage-inspired designs and online collaborations with influencers and bloggers are particularly important.
” A well-designed watch on the wrist evokes images of worldly travelers in crowded train stations, journalists working to beat an important deadline, and motivated graduates eagerly pursuing new careers. Time as an integral part of a passion, rather than an obligation. The watch reminds us of a nostalgic determination and a feeling of connection to a time when the world moved, but not too fast, and in one direction: forward.” -Mondaine
Customization:
“In the ego-tech era, shared signs are less important than signaling and/or optimizing ‘me’, A luxury brand should effectively be a diagnostic tool to tell me what’s great about me.”
86%
value customization (Forbes, 2018) 71%
willing to pay a premium (Deloitte, 2015) 
Shifting Demographics
From:
A market shift in digital vs analog watches is changing core demographics for each
To:
Play into Gen Y + Z’s willingness to go analog, offer an opportunity to use 1 less screen.
Foster a sense of nostalgia in young consumers, redirect their focus.
A market shift in digital vs analog watches is changing core demographics for each
To:
Play into Gen Y + Z’s willingness to go analog, offer an opportunity to use 1 less screen.
Foster a sense of nostalgia in young consumers, redirect their focus.
AS-IS problem Customizer
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BEFORE & AFTER
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AS-IS problem Cart & checkout flow
