Tiffany & Co.

Quick Links

An in-depth user testing study conducted shortly after the relaunch of the site illuminated the fact that we generally have two types of users: those who like to scroll through everything and wait for inspiration and those who are overwhelmed by a large number of products and need guidance. Quick Links was born out of a desire to aid the latter set of users, without distracting or dissuading the former set.

Quick Links displays a set of images and links at the top of a PLP which allows users to go directly to a “Curated PLP” (based on product type or style) featuring a smaller amount of products along with styling tips and information to help them in their product search. We put the original designs into user testing and received overwhelmingly positive feedback which led us to implement it on the site where we saw an enormous business impact.

UX and Strategy

• Synthesizing consumer insights and design research

• Collaborating with cross-functional teams

• Developing a future strategy to increase the visibility of Quick Links across the site

Design

• Wireframes and mockups

• Prototypes for user testing

• Component design and QA

• Interaction design

Results

Since launching, we have seen that visits with Quick Link usage display higher product discovery, consideration, conversion, and revenue per visit than visits without.