Branzio

A maintenance and optimization project, focused on UX/UI design and front-end development improvement to establish an outstanding brand image and position in the watch market.

Duration: 8 weeks
Role: Ux/UI Designer | Front-end developer

Project Summary

As a new watch brand and e-commerce business in the market, Branzio wanted to stand out uniquely in the market to generate sales and increase their brand awareness. A strategic design and development plan was made to optimize the overall website performance.

The website was enhanced and improved with the brand vision in mind to extend brand awareness, resulting in a 300% increase in sales through Facebook and Instagram ad campaigns.

Project Goals

• Brand differentiation in a saturated marketWith many types of watches and well-known watch brands in various business scales, Branzio, as a new brand, needed clear branding to differentiate itself from others and position strategically in the market.

• Identify and empathize with the target customersAt the beginning stage of the business, only a certain amount of sales were generated. Every detail of the brand and website had to resonate with their target customers to improve their sales performance.

User Research Major Findings

Branzio aimed to market to customers who also like MVMT and Daniel Wellington watches. Based on Instagram audience analytics and demographics of MVMT and Daniel Wellington on starngage, the following user demographic findings were found.

All their followers are also interested in Beauty, Fashion, Travel and Style.
Most of their followers fall into the age range of 22 to 35.
More males like MVMT while more females prefer Daniel Wellington.

User Persona

Competitive Analysis Major Findings

The watch design and branding of MVMT and Daniel Wellington are similar to Branzio and therefore the competitive analysis was conducted using all three brands.

All three brands have clear branding, yet Branzio's style is minimalistic, while MVMT and Daniel Wellington are more sophisticated and glamorous.
They all use high-quality product photos on their websites, though Branzio also uses lifestyle photos while Daniel Wellington has more fashion photos.
Branzio offers engraving and wood gift boxes as their specialty, MVMT offers collector boxes, and Daniel Wellington offers color dials. All their watch straps are changeable.

Design and Development Improvement

The use of human faces with positive emotions

According to many eye-tracking studies, people are conditioned to focus and pay more attention to human faces than other types of content on a webpage. Apart from that, from an emotional design perspective, a positive emotional engagement and impression would lead to a positive user experience.

BeforeUsing mostly product photos and lifestyle photos that show a few human faces and bodies

AfterUsing photos of smiling models wearing the watches

Results

The strategic design and development updates on the website allowed Branzio to empathize with and resonate with their target customers better, resulting in a 300% increase in sales hence a more extended session duration and lower bounce rate from website visitors via Facebook and Instagram.