The Challenge

Craft a best-in-class digital experience that embodies our brand and engages our audience.

As the world’s largest jewelry brand, Pandora partnered with Work & Co to redefine our digital experience and elevate desirability. While our site excelled at fast, intent-driven purchases, it lacked the inspiration needed to foster long-term loyalty.

As the UX lead for the Product Detail Page (PDP)—our most visited and complex page—I played a key role in Project Gemini, a full-scale redesign to align our digital presence with our brand’s in-store excellence and future vision.

Strategic Vision & Success Metrics

Project Gemini is a cornerstone of Pandora’s Phoenix strategy, driving our digital transformation toward 2026. Over the past 15 months, we’ve collaborated across teams to strategize, concept, and redesign a refreshed digital experience. Partnering with Work & Co, we are creating a platform that not only enhances usability but also shifts brand perception, making Pandora more desirable to a broader audience.

KPIs:

Increase brand desirability → Measure through engagement metrics (e.g., time on site, interactions per session)
Boost product exploration → Increase PDP views per session and cross-category browsing
Enhance ease of purchase → Reduce bounce rates, increase conversion rates, and optimize checkout flow
Strengthen digital influence on offline sales → Track correlation between online engagement and in-store purchases
Grow new customer acquisition → Increase first-time purchases and account sign-ups

Discovery

Through extensive research and cross-functional collaboration, we identified key themes that would shape the future of Pandora’s digital experience. Our goal was to enhance engagement, personalization, and seamless shopping experiences while ensuring our online presence reflects the essence of our brand.

We focused on guiding customers through a more curated, inspiring, and effortless journey, addressing both first-time visitors and loyal fans. By understanding user behaviors, motivations, and expectations, we uncovered several strategic opportunities:

Brand Storytelling & Personalization – Ensure customers encounter Pandora’s unique story at every touchpoint while delivering experiences tailored to their individual needs and desires.
Product Curation & Bundling – Improve product discovery by refining how we curate offerings, highlight collections, and inspire creativity through bundling and collectability.
Community & Membership – Strengthen our relationship with customers by nurturing long-term engagement and providing a global home for Pandora fans.
Gifting & Customization – Enhance the experience for gift shoppers with more dynamic, guided journeys, and ensure customers feel confident about their purchase through fit and customization tools.
Seamless Omnichannel Experience – Bridge the gap between our physical and digital stores, ensuring a consistent and frictionless experience across all touchpoints.