
Project type
E-Commerce
sector
Luxury Retail
High-End Goods
Team
Engineers
UX Designers
UX Designers
Tools
Blender
Adobe Photoshop
Adobe Illustrator
Adobe Premiere Pro
Time
8 Weeks
CLIENT
TIFFANY & CO.
role
Lead UX Strategist
role
Lead UX Strategist
Contribution
Defining Omni-channel UX Strategy
Translating Brand Heritage to Digital
Iterative Usability Testing & Research
Optimizing High-Value Conversion Funnel
Iterative Usability Testing & Research
Optimizing High-Value Conversion Funnel
objective
Identify and address user concerns within the Tiffany & Co. in-store experience by leveraging advanced technologies to enhance customer satisfaction, reduce costs, and improve sustainability.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
THE CHALLENGE: REPLICATING WHITE-GLOVE LUXURY ONLINE
The primary challenge was translating the bespoke, high-touch luxury experience of a physical Tiffany boutique into a scalable, seamless digital platform. The existing regional web properties failed to meet the expectations of 21st-century luxury consumers, leading to friction in the browsing and buying journeys, and failing to harmonize the in-store and online touchpoints for high-value purchases.
The primary challenge was translating the bespoke, high-touch luxury experience of a physical Tiffany boutique into a scalable, seamless digital platform. The existing regional web properties failed to meet the expectations of 21st-century luxury consumers, leading to friction in the browsing and buying journeys, and failing to harmonize the in-store and online touchpoints for high-value purchases.
THE STRATEGY: DATA-DRIVEN HARMONIZATION
Our strategy was to create a foundation built on deep consumer insights to inform a unified omnichannel experience. We conducted Usability Testing on high-fidelity prototypes to gut-check the proposed UX/UI with real users. We then cross-referenced this qualitative data with legacy quantitative data to paint a precise picture of user behavior along the conversion funnel, allowing us to pivot from outdated assumptions to user-centric optimization.
Our strategy was to create a foundation built on deep consumer insights to inform a unified omnichannel experience. We conducted Usability Testing on high-fidelity prototypes to gut-check the proposed UX/UI with real users. We then cross-referenced this qualitative data with legacy quantitative data to paint a precise picture of user behavior along the conversion funnel, allowing us to pivot from outdated assumptions to user-centric optimization.
Jewelry purchasing is fundamentally a social decision, not a solo transaction. Without the platform or space to facilitate authentic peer feedback during the buying process, customers remain hesitant and unable to reach a confident final decision.

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
We quickly turned testing insights into actionable design decisions, modifying existing user personas and customer journey maps to reflect the latest findings. This included reconsidering design decisions that specifically optimized regional differences in online consumption. Crucially, we shifted the organization toward a more iterative product process, incorporating rapid prototyping and user feedback loops to vet proposed solutions quickly and at a lower cost before full-scale implementation.
We quickly turned testing insights into actionable design decisions, modifying existing user personas and customer journey maps to reflect the latest findings. This included reconsidering design decisions that specifically optimized regional differences in online consumption. Crucially, we shifted the organization toward a more iterative product process, incorporating rapid prototyping and user feedback loops to vet proposed solutions quickly and at a lower cost before full-scale implementation.
THE IMPACT: Enhanced Omnichannel Performance
THE IMPACT: Enhanced Omnichannel Performance
Operational Cost Reduction (Inventory): If implemented, the AR experience is projected to enable a 15–20% reduction in high-value, physical jewelry inventory required on the showroom floor, leading to a significant decrease in insurance, security, and holding costs. Engagement (Social & Time): The social, shareable nature of the AR experience would likely increase Session Duration by 30% and boost Word-of-Mouth (WOM) referrals by 18%, resolving the pain point of feeling alone while making large purchasing decisions. Return Rate: By allowing customers to accurately visualize and "wear" the jewelry digitally (reducing buyer uncertainty), the product return rate related to incorrect size or fit could be lowered by 8–10%.

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)




CLIENT
TIFFANY & CO.
sector
Luxury Retail
High-End Goods
role
Lead UX Strategist
Project Type
E-Commerce
Tools
Blender
Adobe Photoshop
Adobe Illustrator
Adobe Premiere Pro
Team
Engineers
UX Designers
Time
8 Weeks
Contribution
Tools
Blender
Adobe Photoshop
Adobe Illustrator
Adobe Photoshop
Adobe Illustrator
Contribution
Defining Omni-channel UX Strategy
Translating Brand Heritage to Digital
Iterative Usability Testing & Research
Optimizing High-Value Conversion Funnel
CLIENT
TIFFANY & CO.
sector
Luxury Retail
High-End Goods
role
Lead UX Strategist
Project Type
E-Commerce
Tools
Blender
Adobe Photoshop
Adobe Illustrator
Adobe Premiere Pro
Team
Engineers
UX Designers
Time
8 Weeks
Contribution
Defining Omni-channel UX Strategy
Translating Brand Heritage to Digital
Iterative Usability Testing & Research
Optimizing High-Value Conversion Funnel
TIFFANY & CO.
TIFFANY & CO.
TIFFANY & CO.
TIFFANY & CO.
TIFFANY & CO.
PROJECT TYPE
E-Commerce
sector
Luxury Retail
High-End Goods
Team
Engineers
UX Designers
UX Designers
tools
Blender
Adobe Photoshop
Adobe Illustrator
Adobe Premiere Pro
Time
8 Weeks


PORTRAIT

TOP PRIORITIES GRID

PERSONA

TOP PRIORITIES

USABILITY ISSUES

COMPETITIVE ANALYSIS

TRIANGULATION

TOP PRIORITIES GRID

PERSONA

TOP PRIORITIES

USABILITY ISSUES

COMPETITIVE ANALYSIS

TRIANGULATION

TOP PRIORITIES GRID

PERSONA

TOP PRIORITIES

USABILITY ISSUES

COMPETITIVE ANALYSIS

TRIANGULATION
▼












Real Recommendations
by real
people









Featuring
curators
from
around
the
world
▼

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY

NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY

NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY

NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

OLD SCS IMAGERY

NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

OLD SCS IMAGERY

NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

OLD SCS IMAGERY

NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

PRIMARY RESEARCH

AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

Caption text

PRIMARY RESEARCH

AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

Caption text

PRIMARY RESEARCH

AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

Caption text

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
BRANDING AFTER MY HELP REBRANDING

EXPERT COMPETITIVE REVIEW

BUYER PERSONA

LEARNER PERSONA

BUYER USER FLOW

SWOT ANALYSIS

LEARNER USER FLOW

CARD SORTING

USABILITY TESTING

COMPANIES THAT TRUST THE APP

WCAG ACCESSIBILITY ISSUES

NEW BRANIDING AFTER MY HELP

GRID SYSTEM & BREAKPOINTS

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
BRANDING AFTER MY HELP REBRANDING

EXPERT COMPETITIVE REVIEW

BUYER PERSONA

LEARNER PERSONA

BUYER USER FLOW

SWOT ANALYSIS

LEARNER USER FLOW

CARD SORTING

USABILITY TESTING

COMPANIES THAT TRUST THE APP

WCAG ACCESSIBILITY ISSUES

NEW BRANIDING AFTER MY HELP

GRID SYSTEM & BREAKPOINTS

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
BRANDING AFTER MY HELP REBRANDING

EXPERT COMPETITIVE REVIEW

BUYER PERSONA

LEARNER PERSONA

BUYER USER FLOW

SWOT ANALYSIS

LEARNER USER FLOW

CARD SORTING

USABILITY TESTING

COMPANIES THAT TRUST THE APP

WCAG ACCESSIBILITY ISSUES

NEW BRANIDING AFTER MY HELP

GRID SYSTEM & BREAKPOINTS

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
BRANDING AFTER MY HELP REBRANDING

EXPERT COMPETITIVE REVIEW

BUYER PERSONA

LEARNER PERSONA

BUYER USER FLOW

SWOT ANALYSIS

LEARNER USER FLOW

CARD SORTING

USABILITY TESTING

COMPANIES THAT TRUST THE APP

WCAG ACCESSIBILITY ISSUES

NEW BRANIDING AFTER MY HELP

GRID SYSTEM & BREAKPOINTS

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
BRANDING AFTER MY HELP REBRANDING

EXPERT COMPETITIVE REVIEW

BUYER PERSONA

LEARNER PERSONA

BUYER USER FLOW

SWOT ANALYSIS

LEARNER USER FLOW

CARD SORTING

USABILITY TESTING

COMPANIES THAT TRUST THE APP

WCAG ACCESSIBILITY ISSUES

NEW BRANIDING AFTER MY HELP

GRID SYSTEM & BREAKPOINTS

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
BRANDING AFTER MY HELP REBRANDING

EXPERT COMPETITIVE REVIEW

BUYER PERSONA

LEARNER PERSONA

BUYER USER FLOW

SWOT ANALYSIS

LEARNER USER FLOW

CARD SORTING

USABILITY TESTING

COMPANIES THAT TRUST THE APP

WCAG ACCESSIBILITY ISSUES

NEW BRANIDING AFTER MY HELP

GRID SYSTEM & BREAKPOINTS

NEW BRANDING WCAG
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
We quickly turned testing insights into actionable design decisions, modifying existing user personas and customer journey maps to reflect the latest findings. This included reconsidering design decisions that specifically optimized regional differences in online consumption. Crucially, we shifted the organization toward a more iterative product process, incorporating rapid prototyping and user feedback loops to vet proposed solutions quickly and at a lower cost before full-scale implementation.
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
THE IMPACT: Enhanced Omnichannel Performance
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
Operational Cost Reduction (Inventory): If implemented, the AR experience is projected to enable a 15–20% reduction in high-value, physical jewelry inventory required on the showroom floor, leading to a significant decrease in insurance, security, and holding costs. Engagement (Social & Time): The social, shareable nature of the AR experience would likely increase Session Duration by 30% and boost Word-of-Mouth (WOM) referrals by 18%, resolving the pain point of feeling alone while making large purchasing decisions. Return Rate: By allowing customers to accurately visualize and "wear" the jewelry digitally (reducing buyer uncertainty), the product return rate related to incorrect size or fit could be lowered by 8–10%.

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

GRID SYSTEM

THUMB ZONE

WCAG

COLOR PALETTE

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS

T-STONE DEVICE

T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)








THE CHALLENGE: REPLICATING WHITE-GLOVE LUXURY ONLINE
The primary challenge was translating the bespoke, high-touch luxury experience of a physical Tiffany boutique into a scalable, seamless digital platform. The existing regional web properties failed to meet the expectations of 21st-century luxury consumers, leading to friction in the browsing and buying journeys, and failing to harmonize the in-store and online touchpoints for high-value purchases.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
THE STRATEGY: DATA-DRIVEN HARMONIZATION
Our strategy was to create a foundation built on deep consumer insights to inform a unified omnichannel experience. We conducted Usability Testing on high-fidelity prototypes to gut-check the proposed UX/UI with real users. We then cross-referenced this qualitative data with legacy quantitative data to paint a precise picture of user behavior along the conversion funnel, allowing us to pivot from outdated assumptions to user-centric optimization.
CLIENT
TIFFANY & CO.
Contribution
Translating Brand Heritage to Digital
Iterative Usability Testing & Research
Optimizing High-Value Conversion Funnel
Defining Omni-channel UX Strategy
objective
Identify and address user concerns within the Tiffany & Co. in-store experience by leveraging advanced technologies to enhance customer satisfaction, reduce costs, and improve sustainability.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
role
Lead UX Strategist
CLIENT
TIFFANY & CO.
Contribution
Translating Brand Heritage to Digital
Iterative Usability Testing & Research
Optimizing High-Value Conversion Funnel
Defining Omni-channel UX Strategy
objective
Identify and address user concerns within the Tiffany & Co. in-store experience by leveraging advanced technologies to enhance customer satisfaction, reduce costs, and improve sustainability.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
role
Lead UX Strategist

RESEARCH METHODS

USER TESTING

INSIGHTS

ROUND 2: USER TESTING

USABILITY TESTING

RESEARCH METHODS

USER TESTING

INSIGHTS

ROUND 2: USER TESTING

USABILITY TESTING

RESEARCH METHODS

USER TESTING

INSIGHTS

ROUND 2: USER TESTING

USABILITY TESTING

PRIMARY RESEARCH

AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT

PROCESSING PRIMARY RESEARCH

TARGET GROUP

PAIN POINTS

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

IMMERSIVE EXPERIENCE

PRIMARY RESEARCH

AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT

PROCESSING PRIMARY RESEARCH

TARGET GROUP

PAIN POINTS

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

IMMERSIVE EXPERIENCE

PRIMARY RESEARCH

AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT

PROCESSING PRIMARY RESEARCH

TARGET GROUP

PAIN POINTS

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

IMMERSIVE EXPERIENCE

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

PRIMARY RESEARCH

AFFINITY MAP

AEIOU, PERSONA & USER JOURNEY

KWLAQ

PERSONA & STORYBOARD

IDEATION

IDEATION

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
MARKETING AFTER MY HELP REBRANDING

WCAG ACCESSIBILITY ISSUES

CARD SORTING

NEW BRANIDING

GRID SYSTEM & BREAKPOINTS

USABILITY TESTING

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
MARKETING AFTER MY HELP REBRANDING

WCAG ACCESSIBILITY ISSUES

CARD SORTING

NEW BRANIDING

GRID SYSTEM & BREAKPOINTS

USABILITY TESTING

NEW BRANDING WCAG

OLD BRANDING ACCESSIBILITY ISSUES

WIREFRAMES
MARKETING AFTER MY HELP REBRANDING

WCAG ACCESSIBILITY ISSUES

CARD SORTING

NEW BRANIDING

GRID SYSTEM & BREAKPOINTS

USABILITY TESTING

NEW BRANDING WCAG

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

REOCURRING THEMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

REOCURRING THEMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

REOCURRING THEMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

PRIMARY RESEARCH ROUND 2

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

RESEARCH METHODS

ROUND 2: USER TESTING

PRIMARY RESEARCH

INSIGHTS

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OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

REOCURRING THEMES

INSIGHTS

USABIILITY TESTING

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OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

REOCURRING THEMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS

OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)

WIREFRAMES

REOCURRING THEMES

INSIGHTS

USABIILITY TESTING

RESEARCH METHODS
top insights
THE STRATEGY: DATA-DRIVEN HARMONIZATION
THE STRATEGY: DATA-DRIVEN HARMONIZATION
THE STRATEGY: DATA-DRIVEN HARMONIZATION
Our strategy was to create a foundation built on deep consumer insights to inform a unified omnichannel experience. We conducted Usability Testing on high-fidelity prototypes to gut-check the proposed UX/UI with real users. We then cross-referenced this qualitative data with legacy quantitative data to paint a precise picture of user behavior along the conversion funnel, allowing us to pivot from outdated assumptions to user-centric optimization.
TOP CHALLENGES
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
THE SOLUTION: OPTIMIZING THE HIGH-VALUE JOURNEY
We quickly turned testing insights into actionable design decisions, modifying existing user personas and customer journey maps to reflect the latest findings. This included reconsidering design decisions that specifically optimized regional differences in online consumption. Crucially, we shifted the organization toward a more iterative product process, incorporating rapid prototyping and user feedback loops to vet proposed solutions quickly and at a lower cost before full-scale implementation.
We quickly turned testing insights into actionable design decisions, modifying existing user personas and customer journey maps to reflect the latest findings. This included reconsidering design decisions that specifically optimized regional differences in online consumption. Crucially, we shifted the organization toward a more iterative product process, incorporating rapid prototyping and user feedback loops to vet proposed solutions quickly and at a lower cost before full-scale implementation.
We quickly turned testing insights into actionable design decisions, modifying existing user personas and customer journey maps to reflect the latest findings. This included reconsidering design decisions that specifically optimized regional differences in online consumption. Crucially, we shifted the organization toward a more iterative product process, incorporating rapid prototyping and user feedback loops to vet proposed solutions quickly and at a lower cost before full-scale implementation.
SOLUTIONS
THE IMPACT: Enhanced Omnichannel Performance
THE IMPACT: Enhanced Omnichannel Performance
THE IMPACT: Enhanced Omnichannel Performance
Operational Cost Reduction (Inventory): If implemented, the AR experience is projected to enable a 15–20% reduction in high-value, physical jewelry inventory required on the showroom floor, leading to a significant decrease in insurance, security, and holding costs. Engagement (Social & Time): The social, shareable nature of the AR experience would likely increase Session Duration by 30% and boost Word-of-Mouth (WOM) referrals by 18%, resolving the pain point of feeling alone while making large purchasing decisions. Return Rate: By allowing customers to accurately visualize and "wear" the jewelry digitally (reducing buyer uncertainty), the product return rate related to incorrect size or fit could be lowered by 8–10%.

















AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS

T-STONES

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS

T-STONES

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS

T-STONES

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)

T-STONE DEVICE

T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER

AR ZONE USER TESTING

AR ZONE USER TESTING

AR ZONE TESTING

WIZARD OF OZ (USER TESTING)
tHE bRIEF
Objective
Objective
Objective
Identify and address user concerns within the Tiffany & Co. in-store experience by leveraging advanced technologies to enhance customer satisfaction, reduce costs, and improve sustainability.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
top pain points
THE CHALLENGE: REPLICATING WHITE-GLOVE LUXURY ONLINE
THE CHALLENGE: REPLICATING WHITE-GLOVE LUXURY ONLINE
THE CHALLENGE: REPLICATING WHITE-GLOVE LUXURY ONLINE
THE CHALLENGE: REPLICATING WHITE-GLOVE LUXURY ONLINE
The primary challenge was translating the bespoke, high-touch luxury experience of a physical Tiffany boutique into a scalable, seamless digital platform. The existing regional web properties failed to meet the expectations of 21st-century luxury consumers, leading to friction in the browsing and buying journeys, and failing to harmonize the in-store and online touchpoints for high-value purchases.
The primary challenge was translating the bespoke, high-touch luxury experience of a physical Tiffany boutique into a scalable, seamless digital platform. The existing regional web properties failed to meet the expectations of 21st-century luxury consumers, leading to friction in the browsing and buying journeys, and failing to harmonize the in-store and online touchpoints for high-value purchases.
The primary challenge was translating the bespoke, high-touch luxury experience of a physical Tiffany boutique into a scalable, seamless digital platform. The existing regional web properties failed to meet the expectations of 21st-century luxury consumers, leading to friction in the browsing and buying journeys, and failing to harmonize the in-store and online touchpoints for high-value purchases.







