Accurist
Responsive E-Commerce Website
Project Type
Product Design
Roles
UX / UI (Sole Designer)
Date
August 2019 - November 2019
About Accurist
Accurist Watches Ltd is an English watch manufacturer, established in 1946.
They became the first company to sponsor the United Kingdom's Speaking Clock Service between 1986 and 2008, and also sponsored a Millennium Countdown clock at the Royal Observatory, Greenwich, which counted down the last 1,000 days before the year 2000 at the historic observatory.
The Project
Accurist needed ae e-Commerce store so they could be available 24/7 to buyers, and to expand their customer base.
Prior to this project, Accurist watches could only be bought in store through their trusted retailers (F Hinds, John Lewis, Argos, etc) or at Airports/Ferry Terminals. This massively limits customer outreach and they needed a website that was not only responsive across all devices, but something that reflected the brand and their modern-luxury feel.
Design Process
Competitor analysis, deciding who our target consumer was going to be and how to target them.
01 Research
Based on research, start sketching and mocking up logos, colour schemes and typical user journey for the app itself.
02 Sketching
From the sketches and low fidelity phase, taking the best design and refining them. The colour scheme has been decided.
03 Refine
Using the user flow I created - I can render the screens I know will be needed for a seamless user journey.
04 Hi-Fi Figma
Once the screens have been established - the first start to end prototype can be done to see if the journey works as intended.
05 Prototype/Test
After a successful testing phase - launch day is here!
06 Launch
User Persona
Information Architecture
The IA shows the different information displayed on each page. I wanted the navigation to be as minimal as possible but still make sense to a user. The main problem was how to group all of the different types of watches together based on their collections or styles, and how a user may want to filter through the inventory. This navigation aims to make that decision process easier.
Demo: F50 Boat
User scans their environment and places the boat in front of them on a (ideally flat) surface. They can then pinch, zoom and marvel at the detailed boat model.
In the future, there will be touchpoint where a user can learn more about specific parts of the boat and what they do.
Outcomes + Future Steps
On the launch weekend of the website - Accurist got over £60,000 in sales via the website alone! This was their most profitable weekend in recent years.