Tiffany & Co.

Story Teaser

As we began to experiment with adding more content-focused stories on the site, we saw that users that engaged with these stories had higher product discovery and conversion rates, especially when they discovered the stories through the site. This led to the need to create a dedicated area for all content as well as a unique way to display it on the homepage. Our original design was not optimized for mobile, which is where the majority of our traffic comes from. So a new design (called Story Teaser) was developed and A/B/C tested (two new variations against the original). After positive results, we built the component and implemented the design on the site.

UX and Strategy

• Competitive and inspirational audits

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

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

Design

• Wireframes and mockups

• Layouts for A/B/C testing

• Component design and QA

Results

An A/B/C test showed that users who clicked on Variation C had a higher product discovery rate and were twice as likely to make a purchase as other users.