I led the redesign of a luxury watch and jewellery brand’s website, with the goal of bringing its digital presence in line with its high-end positioning. The original site struggled with low engagement, short session durations, and underperformance in both SEO and accessibility — all of which were limiting its impact and reach.
To ground the design in insight, I began by researching how leading luxury brands craft their online experiences — looking closely at content hierarchy, interaction patterns, and visual storytelling. These learnings helped shape a strategic approach that balanced elegance with usability.
From there, I designed the full site in Figma, creating a refined, user-centric experience that elevated the brand's digital presence. The new design aligned more closely with customer expectations, while also supporting business goals around discoverability, conversion, and brand perception.
The appointment booking system was fully reimagined to enhance both user experience and operational efficiency. The previous one-step flow offered limited functionality and lacked flexibility. I introduced a multi-appointment-type system, allowing users to select tailored appointment types while requesting key client and product information to help in-store teams better prepare for the appointment.
The Figma highlights the custom-designed calendar interface and time slot selection, designed to align with brand guidelines and to integrate more effectively with the backend, ensuring real-time appointment availability and minimising booking conflicts. The result is a smoother, more reliable booking journey.
Encouraging account creation was a key business objective, so I focused on reducing friction and building user trust throughout the flow.
I streamlined the experience by minimising unnecessary fields and introducing clear, step-by-step progress indicators that helps users feel in control and confident as they moved through the process. Options were presented with clarity and purpose, supporting quick decision-making without overwhelm.
By balancing usability with conversion goals, the redesigned account flow created a more intuitive experience that supports both user needs and business outcomes.
The PDP was redesigned to balance information density with ease of use, allowing users to control how much detail they wanted to engage with.
To support both quick browsing and deeper exploration, I implemented 'more information' triggers and concertina-style dropdowns that allows content to expand on demand without overwhelming the page (particularly on mobile, which sees greater PDP visits).
Visual hierarchy was carefully considered: product imagery was scaled up for greater impact, key features were simplified using iconography and the 'add to bag function was highlighted as a single, seamless step to encourage conversion. The result is a flexible, user-led experience that adapts to different browsing behaviours while maintaining clarity and ease of use.
The shopping bag experience was redesigned to function as an overlay rather than redirecting users to a separate page. This allowed customers to review their selections, make quick adjustments and continue browsing without disrupting their journey. The new approach reduced friction and supports faster checkouts and a more intuitive overall experience.
A live chat feature was introduced to enable real-time communication between the customer service team and prospective clients.I designed custom iconography to support the experience – visually representing queue status, active engagement and successful connection.
These visual cues help users understand their place in the chat flow, set expectations and add clarity to the overall interaction, enhancing both usability and client confidence during high-value purchases.
For search functionality, I focused on delivering a more responsive, intuitive experience. Users now benefit from smart filters, auto-suggestions and a clean layout that makes it easy to refine results and find products quickly.
Behind the scenes, I also used search data to monitor shopping behaviours and popular product queries, allowing strategically placed featured products and tailored content across the site.
The main navigation features a wide range of categories, which risked overwhelming users and hindering product discovery. To address this, I improved the information architecture by grouping related categories more intuitively, refining labels and creating a clearer visual hierarchy to support faster scanning and easier browsing.