luxxee
Luxury e-commerce · Watches & Branding design
INTRODUCTION
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Luxxee is a search engine, that gathers watch listings from the most trusted sites around the world. The simplest way to find, compare and buy genuine Rolex, Omega and other brand watches. Luxxee is all about putting the power in the hands of the buyer. Luxxee’s site is able to learn about watches and how they work. Guides the users on their watch journey whether it’s a first-timer, a casual buyer or a seasoned collector and tips on choosing the watches that suit users best. Luxxee began when our co-founders met at a cocktail party, bonding over a shared love of watches and the stories behind them. And shared dismay over the lack of transparency and inclusion in the watch market.
Integral: Product Design, Research, Branding, Prototype
An incredibly powerful search engine that brings together the best luxury watches from only the most trusted sites.
MY ROLE
Product Designer: design system and components, prototyping, wireframing, user-testing and accessibility.
TEAM
Sarah Bain — UX Lead & Strategist
Gord Brown — UI Lead
Mike Mackinnon & Celine Simon — Content Director and Writer
Nathan Marshall — Techincal Lead
Brendan Betts — Programmer
Keegan Buchanan — Front-end Developer
Dan Mann — QA
TIMELINE
Project: Jan 2020 - Present (I joined Luxxee in April 2021)
PROJECT GOALS
01. Business Goals
A. Become the number one search tool for people to find the most watches, at the best price, around the world
B. Become the top trusted online source for genuine luxury watches
02. Brand Goals
Lead the market as the fastest and simplest way to save the most money on genuine luxury watches
03. Customer Experience Goals
Buyers: Quickest and most trusted way to find and compare prices, availability, warranty, and shipping for watches around the world
Sellers: More leads at lower costs, resulting in increased sales
“Wouldn’t it be great,” they said, ”if the power were in the hands of the buyer instead of the seller?”And so, luxxee was born.”
RESEARCH OVERVIEW
A discovery and findings on different competitors or similar platforms showed that luxxee could fill in the missing gaps and some important features which the platform is behind in almost every aspect. As a result, we manage to do some user interviews with both sellers and buyers. To understand current pain points from the luxury watch shopping experience, offline and online, and current shopping experience post-COVID-19. Through users’ feedback and surveys, it pointed out the perspective on what buyers/sellers consider must-have features.
RESEARCH OBJECTIVES
Get a high-level understanding of the current landscape and knowledge gaps
Understand any demographic/psychographic segmentation of our target market
Get perspective on what buyers/sellers consider must-have features
Understand any other key success metrics for investors
— BUYERS:
Information on watches (e.g. reviews, upcoming releases)
Comparing when there is more than one watch or one source that are considering buying from.
Factors that help motivate consumers to decide to buy and the key steps you take before pulling the trigger to buy
How do consumers select a seller they trust.
Pain points buyers wish could be improved and have on these websites. Such as having guides, tips, verified sellers from trusted retailers and marketplaces, warranty and shipping.
— SELLERS:
Important strategies that help sellers connect with potential customers.
The key features and considerations that sellers think are most important to customers.
Getting reviews, comments from customers, great quality/pricing, delivering exactly what they promote
Able to market for higher price points and reputable brands; sellers are selling; focus on pre-owned
To get “real-time” price information on an individual watch model.
PROJECT REQUIREMENTS
Project Roadmap (The Double Diamond Process)
Diamond 1
Discover
- Problem exploration
- Foundational research (interviews and surveys)
- User Journey
Define
- Synthesising research
- Product requirements
- User stories
Diamond 2
Develop
- Concept exploration
- User flows
- Wireframes
- User-testing
- Validating product
- Design reviews
- Recommendations and Rationale
Deliver
- Design system
- High-fidelity design
- Design documentation
- User-testing
- Handoff
- Design QA
UX PROCESS
Luxxee’s Site Map
UX PROCESS
Identifying & Creating Peronas
Persona A
Persona B
Persona C
The Style Seeker (looks and aesthetics)
Condition: new vs. pre-owned ➝ Brand ➝ Watch style (e.g. Vintage) ➝ Watch model
What website features help people find what they’re looking for?
• Search results that show large image thumbnails
• Filters that can be selected to narrow down search results
• Authentication proof (e.g. website’s process)
• Suggested retail vs. current price
The Researcher (recommendations)
Brand ➝ Watch model ➝ Condition: new vs. pre-owned ➝ Material (e.g. Stainless Steel) ➝ Seller Reviews
What website features help people find what they’re looking for?
• Search results that show images from different angles
• Filters that can be selected to narrow down search results
For Pre-owned, showing the availability of box and papers
• Seller details, including reviews, location, and selling history
• Credibility/business model of intermediary website
The Hobbyist (price)
Men/Women’s ➝ Material ➝ Movement ➝ Popular or related models ➝ Watch model ➝ Price range ➝ Year
What website features help people find what they’re looking for?
• Search results that show large images of watch face & straps
• Filters that can be selected to narrow down search results
• Location (to minimize shipping and duties)
• Return policy (e.g. full refund available)
• Seller reviews and contact details
DESIGN PROCESS
Brand & Style Tile Design
Structure, Exploration, and Iteration
We explored different platform designs and ways to improve users’ experiences by adding features like comparing different watches, verified sellers and source sites, warranties and shipping, reviews and price over time. We detailed every single flow and prioritize the important features that the user needs.
IDENTIFY USER FLOW
Primary User Journey
DESIGN PROCESS
Transition into Wireframes
DESIGN PROCESS
Product Page Site Map
CONCEPT EXPLORATION
Product Card Re-design
Elongated shape, which takes up a lot of space and shows fewer products.
Title, price, sub-category and link information are all fitted in the space which creates less white space.
Too many strong colours are being used at once.
More compact size and shows more products at once
Shows relevant information and shortened the product name
Created a better hierarchy for easy reading.
This product card is designed and used for future clients that want to be featured at the top of the product page.
The ‘AD‘ icon is to represent a featured partner with luxxee.
SOULTION & PRODUCT VALIDATION
Product Detail Page
FINAL DESIGN
Mobile Design
DESIGN PROCESS
Brand Pillar Page Site Map
FINDINGS & FINAL DESIGN
Brand Pillar Page User Flow
FINDINGS & FINAL DESIGN
Product Page VS Merchant Listing Page
Component & System Design
Making sure that luxxee is producing inherent efficiencies for designers and developers, and solving the challenges associated with duplication and inconsistency in applying themes, while driving the development of better quality, reusable components. But also assures the components created shown on the desktop are responsive on mobile.
Some of the components that are designed for luxxee are a bit complicated. It was a challenge to solve and come up with a solution for both desktop and mobile. This task heavily involves collaborating with content editors and developers. To assure the component designed matches the content provided and most importantly it is also user-friendly and accessible.
DESIGN GOAL
luxxee’s Watch Education Guide.
luxxee’s reference library featured some illustrations to create a guide for users who might be new to the industry or interested in learning more in-depth about watches. These guides include the anatomy of a watch, types of watch movements, types of watch cases, hour markers and case shapes.
In our research and interviews, one of the findings we discovered is that many users would love to have some guides and tips that could educate them about the differences and the types of watches that are on the market.
The Solution
A one-stop shop for the world's top watch brands.
luxxee is a powerful search engine bringing together the best luxury watches from across the web (Rolex, Omega, Tudor, Breitling and other renowned names) so consumers can compare and buy with full information. The catalogue includes over 170,000 items, with average resale values between $3,000 and $150,000.
luxxee
— 2022
OUTCOME
luxxee went to market and proved the thesis early. The first two sales ($18,000 USD Rolexes moved through our eBay partnership) were the product-market-fit signal we were looking for: confirmation that consumers would transact at the high end through the platform.
Those sales didn't come from nowhere. Following Status Bureau's SEO strategy precisely, luxxee Magazine's organic results arrived almost exactly on the predicted timeline (close to the week they'd forecast), with the publication starting to outrank terms as competitive as "Rolex" in organic search. The timing lines up: that search visibility and those first high-value sales are very likely connected.
(Catalogue size and resale values describe the product. Speed-to-market, those first transactions, a live affiliate engine, and organic rankings on category-defining terms are the result.)
FIRST BLOOD
Two $18,000 Rolexes sold through our eBay partnership: the product-market-fit signal we needed.
The Results
170K
luxury-watch listings aggregated from vetted sources
LISTINGS
882
Has increased the number of users in 7 days.
NEW USERS
USD
18K
The first Rolexes sold through our eBay partnership
FISRT BLOOD
121
Users that has been using luxxee’s platform
ACTIVE USERS
33%
of luxxee’s equity held by POWER SHIFTER: we co-founded it
EQUITY
64.4%
Users that has been using luxxee’s platform
MOBILE
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