Analysis

The first phase of the project was based on the analysis of the watch industry and walking in the user’s shoes. This was accomplished by:

• Desk Research: analysis of the watch industry.
• User Research: identification and segmentation of the current Boldr’s users.
• User Persona: creation of a user persona whose goals and characteristics represent the needs of Boldr’s audience.
• Benchmarking: evaluation of Boldr’s competitor’s websites.
• Hybrid testing: it provides the point of view of watch enthusiasts and online shoppers on the current website
• Empathy mapping: it shows the feelings, thoughts, and actions of the users from the hybrid tests but also from fictional buyers.
• Swot analysis: Used as a UI/UX tool to understand what users would like to see on Boldr’s website.

Affinity Diagrams

During this stage, over 100 answers from last year’s survey are analyzed.
Some of the affirmations, buzzwords, and keywords are then shifted onto
the virtual sticky notes.
The sticky notes are randomly placed on the table and gradually split into clusters. These clusters facilitate the grouping of the information on the
website and are all written using the point of view of the customer.
This method, together with the previous stage, will ease and smoothen
the Information Architecture.

Prototyping

The prototyping stage goes through three iterations, starting from simple and rough sketches up to high-fidelity and interactive prototypes.
It follows the inputs gathered from the users and from the solid amount of research conducted so far.
The prototypes are designed in InVision.

Visual Presentation

This stage covers the following aspects:

• Color Palette: composition of the color palette and psychology of colors
• Call-to-actions: styling of the primary and secondary CTAs
• Baseline Grid: 8pt baseline grid to maintain proportions and hierarchy all over the website.