Tiffany & Co.

Homepage Zones

With competing marketing messages and no clear design direction, the homepage was becoming a “catch-all” for any and every campaign. The same layout was being used for every section of the page, causing users to be unsure of where to direct their attention. Using previous user testing results, competitive design research, and knowledge of the internal component library, we developed a more structured layout to serve the different types of users that visit the site.

UX and Strategy

• Synthesizing consumer insights and design research

• Conducting user testing, organizing, and presenting results to senior leadership

• Creating a selection of ready-to-use components from the internal library

Design

• Wireframes

• Prototypes for user testing

Results

The new “zoning” approach was put into user testing against the previous version of the homepage. Users overwhelmingly preferred the new version, calling out that it looked: clean, modern, easy, elegant, inviting, comprehensive (as opposed to busy, long, cluttered, overwhelming, loud). Overall homepage metrics have improved since this approach was implemented. Additionally, this approach has eased internal tension with how to present different company messages as there are now specific “zones” that correlate to the tier level of each campaign.