Created in 2007 by the Belgian entrepreneur Jean-Pierre Luntgen, the watch brand Ice Watch was a resounding success just a few years after its arrival on the market. Its pop and fun concept went around the world, propelled by daring marketing and well-thought-out product placements.
The pandemic is disrupting its business, which has hitherto been driven by its distribution network made up of several thousand stores in some sixty countries. Ice Watch then decided to thoroughly review its D2C e-commerce strategy.
The brand's site based on Drupal no longer allows it to evolve its offer. We are invited to take part in a restricted consultation conducted by a project management agency for a redesign of the solution. Shopify. Our proposal, presented below, was not accepted by Ice Watch.
Overview of the existing situation and first recommendations
Navigation menu
The navigation menu has too many choices. We propose to relieve him of non-essential topics that may be introduced later during the experience, in the story produced for example. We redesigned it so that watches are on the same level as jewelry, a new line of products launched by Ice Watch
Product exploration: filters
The category overview pages include a fixed column of filters that could be freed up to give more space to the products. A panel like the example below offers a solution that is as effective on desktop as on mobile.
Graphic research - Intentions
The generosity of the Ice Watch visual language tends to lead to an overload effect on the digital world (high pages, numerous blocks of content).
La couleur est omniprésente chez Ice Watch mais son utilisation sur le site reste confuse. Seul le orange fait partie de l'identité de la marque. Pour autant, de nombreuses autres couleurs sont utilisées à des fins décoratives.
We streamlined the framework of expression to avoid the brand being perceived as too whimsical, when it aims to move upmarket, and to facilitate the cohabitation of watches with other types of products (jewelry & accessories).
The personality of each product is fully expressed with colors and patterns in the background.
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