As Lead UX Designer, I restructured the IWC App from the ground up — turning a fragmented mix of features into a unified, product-led ecosystem.
The redesign connects exploration, interaction, and commerce in one continuous journey that reflects IWC’s calm precision and timeless design.
Client:
IWC Schaffhausen
Timeline:
2021 - 2024
Role:
UX Lead
Skills:
Recognition:
· German Digital Award 2023 (Gold)
· Red Dot Award: Communication Design
[01 BACKGROUND]
The IWC App was designed to bring the brand’s craftsmanship and storytelling into a digital experience — combining editorial content, AR Try-On, and ownership tools. Over time, however, it became a patchwork of standalone features. Campaigns, podcasts, and mini-games drew attention but lacked connection to product discovery or commerce.
The result was an app that looked sophisticated but didn’t guide users toward the watches — or conversion.
The goal was to bring clarity and cohesion to IWC’s digital presence. We set out to realign the experience around the watches — creating one consistent, product-led framework that connects storytelling, interaction, and commerce.
The redesign aimed to translate IWC’s core values — precision, calm, and continuity — into a seamless digital system that feels as deliberate as the brand itself.
Before the redesign — strong visuals, but no shared structure. Each feature existed in isolation, creating a disjointed experience without a clear path toward the watches.
[02 Research & Insights]
We conducted a full UX review of the IWC App to understand how users moved between content, features, and commerce. The analysis revealed several key structural and experiential gaps that limited both usability and scalability.
Key Findnings:
01
Campaigns over consistency
02
Fragmented flow
04
Unbalanced priorities
05
Inefficient production
→
Core insight
UX audit of the existing app journey — mapping revealed disjointed flows, isolated features, and a lack of continuity between discovery, interaction, and purchase.
[03 PRINCIPLES]
Our audit revealed a fragmented experience — strong design moments, but no shared structure or flow. From these insights, we defined three strategic design principles to realign the app around clarity, consistency, and conversion.
[04 SOLUTION]
The new IWC App structure — simplified, focused, and commerce-ready.
A simplified, commerce-ready structure built around the watches — fewer distractions, clearer hierarchy, and a direct path from exploration to purchase. Podcasts and editorial now live in search — clear, purposeful, and connected.
Redesigned Try-On flow — connecting curiosity to action.
The AR feature now lives within the product page, guiding users effortlessly from virtual experience to purchase.
Product Page Templates — A modular template system that unifies product detail, campaign storytelling, and AR Try-On into one coherent structure. Built to scale every launch with consistency, speed, and commercial clarity.
[05 IMPACT]
A Digital Experience with Clarity and Continuity
The redesign brought structure, focus, and intent back to the IWC App.
Users now move through a calm, coherent journey — from inspiration to Try-On to purchase — without friction or dead ends.
The brand feels more consistent, products take center stage, and teams can launch new models faster through a unified system.
