research insights
To identify opportunities for enhancing the online watch buying experience and address any critical user pain points, I developed a comprehensive research plan. Through a rigorous and systematic approach, I gathered valuable insights that informed the design process and enabled me to create a product that effectively meets the needs of KHRONOS's target audience.
Luxury Watch Research PlanLuxury Sector Key Insights
60% of consumers have abandoned purchase because they cannot see enough of the product
Norstat research Study
- Product visualization is key for a customer to make an informed purchase decision
- Imbedding interactive 3D views into online stores can cause a 30% increase in conversion rate, fewer returns and fewer customer inquiries. - NNG
- Transparency in pricing
- Avoid disrupting and annoying customers
- Provide high-quality product recommendations and styling suggestions
- Conversational Commerce
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645bdce75e77e9d89742925f_Screen%20Shot%202023-05-10%20at%2011.05.19%20AM.png)
Louis Vuitton Chat bot and live stylist available via Facebooks and on their website
- The pandemic created a shift from in-store to online with e-commerce sales increasing by 72% in 2020
- Younger more tech savvy consumers are driving sales with the average age of luxury shopper fell from 48 to 34
- Millennials and Gen Z affluent consumers will make up 70% of the luxury market by 2025 and 130% of its growth
A younger more tech savvy buyer
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645beec000ce985be442ae8c_Screen%20Shot%202023-05-10%20at%2012.21.31%20PM.png)
Bain & Company Luxe Digital
In a comparison of in-store versus online shopping of luxury goods its easy to see that online is severly lagging.
In-store Experience
Online Luxury Shopping Experience
Highly personalized
Little to no personalization
Excellent product recommendations and upselling strategies
Poor or no product recommendations
High-end, exclusive and enjoyable experience
Unprofessional and frustrating experience
All product questions answered completely
Many questions left unanswered
Valued and recognized repeat customers
No VIP treatment
Consistent and thorough attention to every detail
Errors, typos and incomplete product information
49% of respondents cited high extra costs as their primary reason for cart abandonment.
2021 study Reasons for Abandonment by the Baymard Instutite
- Mandatory account creation
- buy now pay later - eliminate fear factor when making purchase
- Limited payment options
- Website security concerns cause distrust
- Clean design with all critical information present
- Reduce the number of steps and show progress
- Offer guest checkout instead of mandatory registration which only build resentment and ruin your chances of making a sale
- Make cart edits easy
- Use user’s current location to determine sales tax, delivery costs, and pickup options
"59% of online consumers make more informed purchase decisions now than prior years"
Google/Ipsos, Consumers in the Micro-Moment, Wave 2, U.S., n=1,005, based on internet users, May 2015.
- Companies like Apple, Fitbit and Keurig commonly use comparison tables to aid sales
- According to the NN group Product comparison is one of the most critical activities user preform on the web
- Comparison grids are not common in the luxury good sector
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645be2377ebc34f0df92de4e_apple-watches-compare-full-2.png)
Apple watch model comparison table
Luxury Ecommerce Watch Market PresentationCompetitive Analysis
Exploring the browsing and checkout flows of Rolex, Mr. Porter and Cartier helped identity the following opportunities/ learnings in the e-commerce watch space.
- Layout - products are traditionally laid out in a grid format allowing users to browse with filters and search easily visible on top of side menus
- On demand help with a sales advisor is good practice
- Product comparisons is not a common practice in luxury watch sites
- Several companies like Rolex and JLC require do not permit online sales
Additional research was completed on AP, Patek Philippe, Van Cleef & Arpels, Louis Vuitton Watches, Apple Watches, Hermes Watches, Chronos24 and Watchbox
Competitive Analysis Figma Fileswatch collector interVIEws
Getting into the Mindset of a Luxury Watch Buyer
In my initial attempts to recruit interview candidates, I employed a survey screener and reached out to target clients on discussion forums catering to watch enthusiasts. Regrettably, I encountered significant resistance from individuals who were understandably hesitant to disclose their personal spending habits to a stranger. Consequently, I pivoted my approach and opted to recruit proxy subject matter experts through interviews. It is worth noting that these interviews were primarily conducted on websites dedicated to watch sales, introducing a certain level of inherent bias that must be taken into account.
Key Insights
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645bf1be989f0c758f14dded_Screen%20Shot%202023-05-10%20at%2012.34.15%20PM.png)
“I think they represent, at their core, time. It’s a time-keeping asset.”
-Shahendra Ohneswere
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645bf1f840d4fd96b5899070_Screen%20Shot%202023-05-10%20at%2012.35.13%20PM.png)
“Steve McQueen, Paul Newman, the astronauts who went to the moon, they didn’t wear vintage watches. They didn’t drive old cars, They wore and drove the best of their time."
-Gauthier Borsarello
“For me, it goes beyond the rarity and value; it’s the story behind it. When I am looking to collect a certain watch, I spend a lot of time researching the timepiece and the story behind it, how it was designed and manufactured, and the caliber of the piece."
-Alex Assouline
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645bf24d6151c4bd92afa426_Screen%20Shot%202023-05-10%20at%2012.36.39%20PM.png)
"Watches are commensurate with his identity – organized, meticulous, bold – with each representing a cherished and beloved narrative unique to him. “Makes me feel confident and good, symbolizes accomplishments”
-Vincent Gaudioso
![](https://cdn.prod.website-files.com/64481cc9518453c6e86e28c5/645bf328b144990b2a53352f_Screen%20Shot%202023-05-10%20at%2012.40.20%20PM.png)
"You have different watches for different purposes and different moods, and different things you do."
-Jeff Kingston