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Our Challenge
Empowering the World's Largest Jeweler to Redefine the Virtual Try-On Experience Globally.
The challenge presented by our Chicago-based vendor, Tangiblee, was clear: their existing augmented reality (AR) experience for online jewelry shopping fell short of meeting user expectations. Key pain points included difficulty in matching hand outlines for ring try-ons, poor color contrast, an unintuitive design leading to high drop-off rates, and limitations in adding multiple rings to the shopping bag.
Pandora's commitment to enhancing the online shopping experience led to a critical evaluation of the Virtual Try-On (VTO) feature. Users struggled with navigation, faced accessibility issues, and were unable to fully engage with Pandora's diverse product range due to the old flow's limitations.
Metrics and Goals
The main pain points were:
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Difficulty in matching hand outlines for ring try-ons
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Poor color contrast not meeting accessibility standards
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Unintuitive design leading to high drop-off rates
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Limitations in adding multiple rings to the cart
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Navigation and accessibility issues preventing full engagement
KPIs
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User Engagement Rate: Increase the average session duration on VTO pages by 20%
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CR through VTO: Achieve a 15% uplift in conversion rates for users who engage with the VTO feature, compared to the pre-enhancement period
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Customer Satisfaction Score (CSAT): Target a CSAT score of 4.5 out of 5 for the VTO experience
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Reduction in Drop-Off Rates: Aim for a 25% reduction in drop-off rates during the VTO process
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Increase in Repeat VTO Users: Strive for a 30% increase in the number of users who return to use the VTO feature within a month
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Role & Responsibilities
As the As the lead UX designer, I organized the collaboration with Tangiblee's design team. Through agile methodology and iterative design processes, we aimed to overhaul the VTO experience. Our efforts were grounded in comprehensive analytics, competitive analysis, and direct feedback from usability studies, guiding us toward a design that emphasized automation, user interface improvements, and clarity of use. UX/UI designer designated for this challenge at Pandora, my role was to uncover user needs and align them to business goals and outcomes relating to click & collect end-to-end journey. By following the double diamond methodology of divergent and convergent design thinking, I aimed to create a seamless user experience that effectively captured the brand's essence and elevated its digital presence.
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Stakeholder Engagement
Engaging with stakeholders throughout the Virtual Try-On (VTO) redesign project involved a series of structured, collaborative sessions and ongoing dialogues. I facilitated regular workshops and meetings to ensure clear communication, alignment on goals, and consensus on decisions across all teams. These interactions were designed to harness the diverse expertise of design directors, project managers, and business and marketing professionals, creating a productive environment for ideation and feedback. Through interactive presentations, I shared research findings, design concepts, and progress updates, inviting constructive critique and suggestions. This inclusive approach fostered a sense of ownership among stakeholders from Pandora and Tangiblee, ensuring that the project's direction was guided by a collective vision and grounded in strategic objectives.
Key components of our product strategy included:
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User-Centric Design: Focusing on intuitive and engaging user experiences to increase adoption and satisfaction.
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Brand Alignment: Ensuring the VTO feature consistently reflected Pandora's brand values and aesthetic.
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Market Differentiation: Leveraging the VTO to distinguish Pandora from competitors by offering unique, interactive online shopping experiences.
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Performance Metrics: Establishing KPIs to measure the VTO feature's impact on conversion rates and user engagement, guiding future optimizations.
Through collaborative workshops and regular communication, stakeholders collectively navigated through the challenges and opportunities the VTO redesign presented, fostering a shared vision that propelled the project to its successful realization.
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Discovery
Adopting the IBM design thinking methodology, we embarked on an explorative journey to redefine the user journey. This included:
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Conducting competitive analysis and behavior analysis using Content Square
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Leveraging Adobe Analytics for usage data insights
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Reviewing previous research and tests to inform feature requirements
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Setting clear KPIs to measure success
Generative research was conducted to validate our hypotheses about the existing VTO's performance, focusing on task success, perceived usability, and user feedback.
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Technical and Accessibility Considerations
As we develop Pandora's Virtual Try-On (VTO) feature, ensuring robust technical foundations and comprehensive accessibility are crucial. These considerations set the stage for a seamless, inclusive user experience across all devices and for all users, including those with disabilities.
Technical Framework
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Cross-Platform Compatibility: Ensure the VTO feature works seamlessly on desktops, tablets, and smartphones.
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Performance Optimization: Employ techniques like image compression and lazy loading for fast performance.
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Augmented Reality Technology: Select a technology capable of realistic, real-time rendering of jewelry.
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System Integration: Integrate smoothly with Pandora's existing e-commerce, inventory, and CRM systems.
Accessibility Standards
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WCAG 2.1 Level AA Compliance: Adhere to these guidelines to make the VTO accessible to users with a range of disabilities.
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Keyboard Navigation and Screen Reader Compatibility: Ensure the feature is navigable by keyboard and fully accessible to screen readers.
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Contrast and Color: Use sufficient contrast and not rely solely on color to convey information, accommodating users with visual impairments.
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User Segmentation and Personas
To ensure the Virtual Try-On (VTO) redesign met the needs of Pandora's diverse user base, we conducted an in-depth analysis of our shoppers' demographics and purchasing behaviors. Our findings revealed insightful user segmentation that informed our approach to creating personas and tailoring the user experience.
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Net Sales by Purchasing Intent:
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Gifters represent 60% of Pandora's shoppers, highlighting a significant market segment purchasing for others.
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Self-purchasers account for 40%, indicating a robust customer base buying for personal enjoyment.
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Customer Loyalty and Engagement:
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New customers make up 54% of the shopper base, underscoring the brand's ongoing attraction of new audiences.
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Returning customers comprise 46%, demonstrating strong brand loyalty and repeat engagement.
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Net Sales by Gender:
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Female customers dominate the demographics at 55%, reflecting the brand's strong appeal among women.
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Male customers represent 19%, indicating a notable, though smaller, engagement with the brand.
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Unspecified gender accounts for 26%, suggesting a considerable portion of Pandora's audience prefers not to disclose this information, highlighting the importance of inclusivity in marketing and product strategy.
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Leveraging these insights, we crafted detailed personas that guided the VTO feature redesign. These personas helped us empathize with and design for:
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Gifters looking for thoughtful, personalized options for loved ones,
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Self-purchasers seeking to indulge in Pandora's offerings,
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New customers exploring Pandora for the first time, and
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Returning customers deepening their brand loyalty.
This segmentation enabled us to tailor the VTO experience to meet diverse user needs, enhancing satisfaction across Pandora's varied customer base.
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Example Personas
Scenario 1: The Thoughtful Gifter
Persona: Alex, a 35-year-old working professional who wants to buy a special gift for their partner’s birthday.
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Journey Start: Alex hears about Pandora’s VTO feature through a social media ad showcasing the convenience of trying on jewelry virtually.
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Consideration: While browsing Pandora’s collection, Alex uses the VTO to visualize how different bracelets would look on their partner’s wrist, focusing on styles that match their partner’s elegant taste.
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Decision: The VTO feature helps Alex confidently choose a bracelet they know their partner will love, thanks to the realistic representation and ease of use.
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Purchase: Alex completes the purchase online, appreciating the personalized product recommendations based on the items they viewed.
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Post-Purchase: Alex receives an email confirming the order, along with a video showing how the bracelet can be styled with other Pandora pieces, encouraging future purchases
Scenario 2: The Self-Purchaser Exploring New Trends
Persona: Jordan, a 28-year-old fashion enthusiast interested in the latest jewelry trends.
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Journey Start: Jordan lands on Pandora’s website after reading a blog post about the season's must-have accessories, including Pandora's new collection.
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Consideration: Using the VTO, Jordan tries on several new charm bracelets and rings, comparing how they look with different outfits in their wardrobe.
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Decision: The VTO’s seamless integration and the ability to see the jewelry on helps Jordan decide on a set of stackable rings that perfectly fit their style.
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Purchase: Satisfied with their choice, Jordan makes the purchase, influenced by a limited-time offer highlighted during their visit.
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Post-Purchase: Jordan receives personalized styling tips via email, enhancing their satisfaction and engagement with the brand.
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Iterations & Prototyping
Collaborative wireframing sessions led to numerous design iterations. In partnership with Tangiblee, we refined the concept, focusing on enhancing the user experience for multi-ring selections and streamlined add-to-bag processes. Analogous market research inspired innovative up-sale opportunities, integrated seamlessly into the VTO experience.
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A Conceptual Enhancement for Virtual Try-On
Exploring adjacent markets revealed strategies for subtly integrating up-sale opportunities directly into our Virtual Try-On (VTO) journey. Inspired by industries like fashion and home decor, we introduced interactive product tags within the VTO interface.
These tags, appearing on images as users browse, not only prompt exploration of complementary items but also encourage additional purchases without disrupting the shopping experience.
This approach leverages visual cues to enhance user engagement and increase average order values, by offering personalized recommendations in a seamless, non-intrusive manner. The design of these tags was meticulously crafted to be informative yet discreet, ensuring they enrich rather than clutter the VTO experience.
By adopting this strategy, we aimed to elevate the shopping journey, making it more intuitive and rewarding for users, while driving meaningful growth for the business.
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Arriving at the Solution
Navigating from iterative prototypes to a cohesive solution, we crystallized our vision for an enhanced Virtual Try-On experience. This phase was a synthesis of user insights and strategic design, leading to a concept that effortlessly blended usability with Pandora’s business objectives. Emphasizing simplicity and intuitive navigation, we refined our approach to seamlessly incorporate up-sale strategies, setting the foundation for "The Final Design." This solution not only promised to elevate the user experience but also to align perfectly with Pandora’s ambitions, marking a pivotal moment in our journey towards redefining online jewelry personalization.
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Final Design
The culmination of our efforts was a user-centric design that allowed for intuitive multi-ring selections and a simplified shopping process. This design, adopted for desktop and mobile, introduced a QR code feature for certain products, bridging the gap between devices and maintaining user engagement across platforms.
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User Testing
Our commitment to excellence and user satisfaction drove an extensive user testing phase for the Virtual Try-On feature. Through a blend of moderated and unmoderated sessions, we gathered invaluable insights that shaped the final iteration of our design. This rigorous testing process, utilizing platforms like UserTesting.com, allowed us to refine the user interface, enhance accessibility, and ensure a frictionless personalization journey. Feedback from real users was instrumental in confirming the VTO's intuitive usability and its alignment with consumer expectations, solidifying the feature's readiness for launch and its potential to redefine online jewelry shopping.
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Full User Journey
Displayed below is the comprehensive flow from Product Detail Page (PDP) to checkout, showcasing a seamless user journey. Users have the option to opt for Click & Collect directly from the cart. This is facilitated through a meticulously designed module, featuring tabs, sizes, and a store locator form field, elegantly presented in a pop-up modal within the cart interface. The integration of these elements ensures a cohesive and intuitive experience, prompting users to effortlessly engage with Click & Collect during their shopping journey. Notably, this functionality underwent rigorous testing as part of the user testing phase, confirming its effectiveness in enhancing the overall user experience.
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Live Design
Experience the Virtual Try-On (VTO) feature in action through our live design recordings. These screen captures from Pandora’s website vividly demonstrate the VTO's seamless operation, from intuitive navigation to real-time personalization. Witness firsthand how users interact with the enhanced interface, explore the diverse jewelry selections, and personalize their favorite pieces with ease. This visual journey underscores the effectiveness of our design solutions, bringing to life the innovative user experience that sets Pandora apart in the digital jewelry shopping realm.
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A Testament to Innovation: Global Adoption by Tangiblee
The widespread adoption of our Virtual Try-On design by Tangiblee, our vendor, serves as a powerful testament to the project's success and the innovative approach we took. This design has not only been embraced for Pandora's use but has also been extended to Tangiblee's diverse client base, setting a new industry standard for virtual try-on experiences.
The newsletter below showcases this landmark implementation, underscoring the design's role as a benchmark in the industry and highlighting its influence on shaping future virtual try-on solutions globally.
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Post-Launch Analysis
Ongoing collaboration with our analytics team ensures continuous monitoring and optimization of the VTO feature. Regular performance reviews have confirmed the enduring success and positive user reception of this innovative shopping experience, marking a significant milestone in Pandora's digital evolution.
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The Impact & Success
The redesigned VTO feature not only met Pandora's high standards for user experience but also set a new industry benchmark, with Tangiblee adopting this design globally for their clients. This success was highlighted in their newsletter, showcasing the widespread adoption and approval of the new VTO experience.
