Overview
A website and mobile application specialized in selling authentic
luxury Watches.
Aim is to simplify the listing process for luxury watch resellers and enhance the browsing and purchasing experience for buyers.
Challenges
Addressing these key challenges was crucial to create a platform for the target audience:
Branding does not reflect the luxury positioning of the business.
Listing process is manual and time consuming.
Price negotiation process is undefined and daunting.
Inconsistencies between the website and application.
My Role
After Setting the goals I established my role in the project as the following:
Tools Used
Adobe XD
Brainstorming, Wireframing and Prototyping
Adobe After Effects
Animating icons & Brand Elements.
Adobe Illustrator
Creating Illustrations and Icons
Adobe Photoshop
Editing Photography for UI use.
Protopie
Advance Prototyping/Interactions
Problem Solved!
The target audience's concerns were successfully addressed and used as a framework for the final visual design.
Rebranding
Complete rebranding of the website and application. Created a new design system (colors, typography), components list (buttons, fields), and logo animation with guidelines and prototypes for developers to use as a reference.
Improved listing process
Sellers start by searching the name of the watch they are trying to list, the name will then be matched to a pre-existing watch using a library of watch listings in the backend of GMT. Once the pre-fill suggestion is confirmed, the watch’s accompanying details will be prefilled as well.
Introducing Subscriptions/tiers
Sellers can choose their preferred type of listing. Watches can be listed for free with limited benefits. Advanced listing provides more benefits (such as delivery by GMT24) for a small fee.
Price negotiation feature
Implemented a chat based feature that allows buyers and sellers to negotiate prices in a more controlled and efficient manner. Users can submit their price offers by choosing from a pre-set list of reasonings (such as “). The numbers buyers are able to submit depend on the sellers’ original pricing.
Unification of website and application
Unified the functionality of the website and application to have them operate as an integrated unit. Users are able to upload watch listings, browse listings, negotiate prices, and make purchases on both platforms.
Design Process
Addressing these key challenges was crucial for creating the right product for the target audience:
Interviews
Conducted interviews with various members of the company’s team to study the project’s requirements from different angles. The company’s dietician provided insight regarding the nutritional needs, priorities, and concerns of users. Whereas the marketing team provided information regarding competitors and users preferences when it comes to managing subscriptions and interacting with a food service platform. The team also requested an E-commerce based shop within the application and website to sell merchandise and food items.
Identifying Personas
Identifying User Pain Points
No Visual Identity
The stakeholders expressed the need for a complete rebrand as the initial branding failed to reflect the luxury positioning of the business and the needs of their target audience.
Tedious Listing Upload process
Users found the process of uploading watches tedious. Sellers were required to input watch details manually when uploading a new listing.
Messy Price Negotiation
Price negotiations between sellers and buyers were not conducted in a controlled manner. Lack of a defined negotiation process often led to communication problems and loss of sales.
Lacking web experience
The website and application operated as two different platforms with inconsistencies in the usability and functionality. The app has more advanced features, whereas the website doesn’t allow users to upload and only showcases listings to browse through.
Market Research
Studied global luxury watch resale websites (such as Chrono24) to gain insight on the presentation and operation of similar services abroad. Decided on a simplified derivation to suit the needs of the local market.
User-flows & Wireframing
The creation of user flows and wire frames commenced after consolidating market research and personas.
High Fidelity Designs & Handover
Advanced Prototyping
Part of the listing upload process is taking a picture of your watch at the right angles. We've created a protoype using the native iPhone camera to demonstrate the feature more clearly.
Responsive Website Design
After the Mobile App experience was approved I moved on to creating the Desktop experience.
