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:
UX Strategy · Information Architecture · Product Structuring · Journey Mapping · Interaction Design · Prototyping · Design System Thinking · Stakeholder Collaboration
Recognition:
· German Digital Award 2023 (Gold)
· Red Dot Award: Communication Design
[01 BACKGROUND]
A Legacy Experience Ready for Reinvention
Lufthansa’s inflight experience had grown over many years and hardware generations. The result was a fragmented UI with inconsistent navigation, outdated components, and a visual language disconnected from the Lufthansa brand.
The airline needed a scalable UX foundation—one system that could work across aircraft, screen types, and future onboard features.
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]
Fragmented Logic, Inconsistent Flows, No Cohesive Identity
A full audit revealed deep structural issues: overlapping flows, redundant pages, unpredictable interactions, and no design-system alignment.
Screens across aircraft behaved differently, layouts lacked hierarchy, and the overall experience felt dated and disjointed.
Passengers were navigating a system that offered functionality, but not clarity or coherence.
Key Findnings:
01
Inconsistent UI Patterns Across Aircraft
02
Outdated Components and Interaction Models
04
No Design System Applied to Inflight Screens
05
Layouts Not Optimized for Inflight Conditions
06
Visual Noise and Lack of Hierarchy
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]
Creating One Design Framework for Every Screen Onboard
The redesign centered on building a unified, scalable, and predictable UX system that adapts cleanly across all screens and cabin environments.
This involved restructuring the information architecture, defining modern interaction patterns, and creating a modular component library aligned with Lufthansa’s design language.
1. Prioritize simplicity in every flow to support quick understanding and low-effort decision-making.
2. Apply a unified set of patterns across the system so passengers always know what to expect and how to progress.
3. Scale clarity across screen sizes so the experience feels equally intuitive from Economy to First.
[04 SOLUTION]
Connecting Curiosity to Conversion
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.
