Founded in 2007 by Belgian entrepreneur Jean-Pierre Luntgen, Ice Watch experienced a meteoric rise just a few years after its launch. Its pop and playful concept quickly gained global popularity, fueled by bold marketing and well-executed product placements.
However, the pandemic disrupted its business, which had previously thrived thanks to a distribution network of several thousand stores across around 60 countries. Ice Watch then decided to thoroughly revise its D2C e-commerce strategy.
The brand’s website, based on Drupal, no longer allowed them to evolve their offerings. We were invited to take part in a limited consultation led by an agency in charge of project management, for a redesign on the Shopify platform. Our proposal, presented below, was not selected by Ice Watch.
First recommendations
Navigation menu
The navigation menu contains too many options. We recommend streamlining it by removing non-essential items that can be introduced later in the user experience, for example, through product storytelling. We’ve restructured it so that watches are placed on the same level as jewelry, the new product line launched by Ice Watch.
Filters & categories
Category pages include a fixed filters column that could be freed up to provide more space for the products. A panel, like the one in the example below, offers an equally effective solution on both desktop and mobile.
Graphic proposals
The generosity of Ice Watch's visual language tends to result in an overload effect on digital platforms (high pages, numerous content blocks).
The numerous details, borders, and nested shapes create a technical graphic style, somewhat distant from the roundness and closeness that the brand seeks. The goal is to move towards a more accessible, more playful, and more empathetic design.
Color is omnipresent at Ice Watch, but its use on the website remains confusing. Only orange is part of the brand's identity. However, many other colors are used for decorative purposes. We have streamlined the color scheme to prevent the brand from being perceived as too whimsical, especially as it aims to move upmarket, and to facilitate the integration of watches with other product types (jewelry & accessories).
The personality of each product is fully expressed with colors and patterns in the background.
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