Tiffany & Co.
Content-Driven Commerce: The Story Teaser Component
Elevating editorial discovery on the mobile homepage to drive product engagement and double the likelihood of purchase.
The Challenge: Bridging Content and Commerce
Tiffany & Co. produces incredible editorial content, and our data showed that users who interacted with it had a significantly higher conversion rate. However, this content was difficult to find, meaning we were missing out on a major opportunity to connect with mobile shoppers where the majority of our traffic originates. The goal was to bring these stories to the forefront of the homepage without cluttering the mobile experience, transforming hidden editorial assets into a primary driver for product discovery and sales.
The Approach: Simplify and Validate
I collaborated closely with the content strategy and technical teams to explore how we could highlight these stories effectively. Instead of guessing what would work, we ran a rigorous A/B/C test on the live site. We quickly learned that stripping away extra text and traditional buttons in favor of highly visual, fully clickable blocks created a much stronger user response. This approach allowed us to validate our decisions with real traffic before establishing the final design as a site-wide standard.
As a design leader at Tiffany & Co., I noticed a powerful trend: mobile shoppers who engaged with our editorial stories were much more likely to make a purchase, yet this content was buried deep in the user journey. To solve this, I partnered with our product, engineering, and content strategy teams to design a dedicated ‘Story Teaser’ for the homepage. By testing multiple variations live on the site, we proved that simplifying the design—focusing entirely on striking imagery and clear titles—resonated best with our customers. This new feature not only became a permanent part of our design system, but successfully turned brand storytelling into a powerful engine for conversion.
ROLE
Manager, Digital Product Design
FOCUS
Content-Driven Commerce, Conversion Optimization, Data-Informed UX, Design Systems
TIMELINE
2022
TEAM
Product Management, Engineering, Content Strategy, Creative
Uncovering the Opportunity
We started by auditing the luxury landscape and running targeted user tests to understand how people wanted to engage with stories on mobile. I synthesized these findings and presented them to senior leadership, securing the executive buy-in needed to rethink our homepage hierarchy and prioritize editorial discovery.
Designing for Impact
During our A/B/C testing phase, my core hypothesis was that “less is more.” We designed Variation C to rely entirely on impactful imagery and a strong title, making the entire content block clickable rather than adding standard “Read More” links. This visually driven, low-friction approach drastically reduced cognitive load and immediately captured shopper attention.
Building for the Future
Once we proved the revenue value of the winning design, I worked with engineering to finalize the Story Teaser as a reusable, standardized component. We added it directly to the internal design library, ensuring that future teams could easily deploy these high-converting editorial blocks across the entire digital ecosystem.
Impact & Results
Doubled purchase likelihood by successfully connecting shoppers with engaging editorial stories, proving that Variation C’s streamlined design directly influenced buying behavior.
Increased product discovery by elevating hidden content to the homepage, giving mobile users a more intuitive and visually appealing way to explore the brand's offerings.
Expanded the design system by establishing a new, highly effective component in the internal library that seamlessly bridged the gap between content strategy and measurable business growth.