Watches and fine jewelry catalog revamping
Client : Chanel Corp – Work : UX + Mentoring + Test
A treasure-chest for outstanding pieces
The old catalogue did not cover all collections, and was dissonant with the Chanel storytelling.
WAS OUR CONCEPT,
INSPIRED BY THE
“INSTANT CHANEL” CAMPAIGN
We used an adaptive logical model better suited to collection discovery on mobile devices.
2 New catalogs
We distinguished two types of experience adapted to the specificities of each product range (differences in content and platform requirements).
DEDICATED MOBILE WEB SITES
Both catalogs were, at the same time, only available on tablets and large screens on chanel.com.
A specific section exclusively devoted to exceptional pieces blending high jewelry and watchmaking craftsmanships was created.
Testing the robustness of our intuitions with select target clients
A truly innovative approach begs thorough testing of the validity of navigation choices and their power to foster a client’s engagement.
Eye tracking enabled a better understanding of the adoption of the new navigation principles and helped us assess client’s interest in exceptional pieces.
Emotional tracking gave us a comparative overview of client’s sentiment between the two versions.
Chanel is one of our oldest client. We work directly with internal teams, or partner agencies such as Mazarine.