VC_showcase_respf9f9f9

Van Cleef & Arpels - L'ecole Hong Kong

Luxury jewellery & watchmaking school - responsive website

The brief

Van Cleef & Arpels are opening a new temporary jewellery and watching making school in Hong Kong and looking for a supporting website that would be able provide users with details of the classes and sessions available, allow users to register, as well as allow them to create brand awareness in the local Hong Kong and Chinese markets.

The project is to be split into two stages, the first, focusing on classes and sessions details, alongside driving the brand awareness campaign.

The second, focusing on the registration and payment systems.

Main objectives

  1. Increase brand awareness in local markets
  2. Generate sales of classes and session
  3. Work closely with Van Cleef & Arpels in Paris and Hong Kong to create one cohesive project team, helping them understand and empathise with their users
  4. Provide support and knowledge for client during project
  5. Apply contemporary structure and visual design
  6. Optimise the user experience
  7. Integrate new online registration process with existing offline processes
  8. Ensure registration process is clear and pain-free for both the users and the clients

The solution

Develop a contemporary responsive site structure and design based on the already existing French L’Ecole site, that would surpass the clients and the customers expectations.

To meet challenging project time-frames collaboration was key, so we spent a lot of time in direct contact with the client both in Paris and Hong Kong. We kicked-off with a discovery phase, conducting stakeholder interviews and workshops to identify and prioritise features, map key user journeys and thoroughly immerse ourselves in the business.

Using these findings we structured user journeys and the entire Information Architecture so it was intuitive and easy to navigate for customers. We then ran a number of ideation workshops with the Van Cleef teams, allowing us to quickly reach conclusions on the hierarchy of content, interactions and how to facilitate key user journeys.

We also created an intelligent, simple visual style for the homepage that complemented the user experience.

My role

As the lead UX designer on this project, I was responsible for the overall research and ideation processes. I conducted competitor, comparative research, user research and web capabilities research. Alongside this, it was also my responsibility to create a clear information architecture, contemporary site structure, and content hierarchy, as well as providing creative direction and quality assurance during the whole projects life-cycle.

Techniques, tools, and process used during this project:

Research

Ideation

Content analysis

Information Architecture

Persona’s

Prototyping

Wireframe development

Interaction Design

Creative direction

Usability testing

01_SWP_IA_v1.9.graffle
Mobile 'Homepage'
Mobile 'Homepage'
Mobile 'About Van Cleef & Arpels' Hong Kong
Mobile 'About Van Cleef & Arpels' Hong Kong
Mobile 'Calsses & Sessions' calendar
Mobile 'Calsses & Sessions' calendar
Mobile 'Registration'
Mobile 'Registration'
Desktop 'Homepage'
Desktop 'Homepage'
Desktop 'Session' overview
Desktop 'Session' overview
Desktop ' Registration'
Desktop ' Registration'