Project goal

• Swarovski wanted to launch their own mobile and smartwatch applications with the smartwatch.

• The app should motivate the user to return to the app.

• The app must not be a sports app.

• The client also asked for a concept idea for a point-of-sales.

• To provide a high-fidelity prototype so the customer can sell the concept internally to the company board.

My key responsibilities

• Interview plans and interviews

• Workshop facilitations

• Customer journey

• Wireframes, flowcharts, and prototypes

• Loyalty program

Timeline

The approach

The approach was divided into 3 phases:

INSIGHT:

• Interviews and workshops with Swarovski personnel from different departments.

• Interviews and workshops with the potential end users.

CONCEPTUALISING THE MOBILE AND SMARTWATCH APPS:

• Iterative concept designing together with the customer.

• Concept validation with Swarovski personnel from different departments and potential end users.

CONCEPTUALISING THE POINT-OF-SALES:

• Interview the Swarovski visualist.

• Interview staff from brand stores and multi-brand jewellery stores.

The Insight

• Clarify Swarovski’s ideas and expectations

• Workshop with the core team of Swarovski

• Interview people from sales, marketing and loyalty program

• Interview and observe Swarovski's visualist.

• Interview staff from brand stores and multi-brand jewellery stores.

• Benchmarking the point-of-sales

Key findings: 

• The company doesn’t have a proper loyalty program, which allowed us to ideate that into the concept.

• Lots of internal ideas for the concept, but mainly features.

• No existing market research related to the product.

• No clear segmentation of the Swarovski customers; only high-level profiles

• In stores, the watches needs to be given to be tried out by a sales person, and then the sales person has to know how does the product work. 

The conceptualising

• Co-creation workshop with Swarovski personnel from different departments

• Co-creation workshop with potential end users

• Concept validation for the mobile and smartwatch app with the end users

Outcomes - mobile and smartwatch apps:

• A validated concept for the apps

• User journey

• Wireframes, flowcharts, and prototypes

• Concept description, incl. loyalty program

Outcomes - point-of-sales:

• A concept for brand stores and multi-brand stores

• Concept description and visuals

The concepts