Uniform Wares
IA/UX
Challenge
Uniform Wares is a premium and proudly British watch brand. Although it had gained global attention for its striking minimalist design, the sole proprietary point of purchase – the Uniform Wares website – wasn’t doing the company justice, either from a brand or an e-commerce perspective.
Method
In order to gain insights into the way the company carried itself and its internal workings, I went to work every day in their London HQ and put together the IA from there. This allowed me to see first hand the processes that were involved in sales and repairs etc. as well as working closely with the business owners to achieve the structure and aesthetic that they were looking to reflect in their digital presence. Attending some of their events allowed me to speak to their customers as well as watch wearers and collectors generally.
Impact
In a snapshot shortly after launch, the Uniform Wares site saw an increase in traffic of 26%, revenue by 40% and average order value by 38%. Sales of their top-priced “Editions” model in particular increased by 71%, proving that we cracked the difficult challenge of creating a tactile experience online.
