Your Watch Your Way
Garmin's first-ever watch builder tool allows customers to design their own watch to purchase. This project involved designing a creative site from scratch and coming up with a usable solution that allows users to easily switch through watch cases and watch bands in a custom watch-designing experience.
The Plan
This site needed users to be able to focus on browsing through all of the case and band colors, patterns, and options to enjoy building a watch. We needed the usability of the site to feel out-of-the-way and natural so using the builder was intuitive and not distracting from the watch creation fun. To do this, we planned to incorporate multiple ways to interact with the builder so users would not get stuck. We also made a plan to accommodate the new custom images that would need to be created for the builder to function and to make sure the band and case images lined up.
Early low-fidelity wireframes and user flow concepting in collaboration with Information Architect
My Role
As Senior Product Designer, I provided multiple design iterations and potential solutions. I collaborated with the Lead Information Architect to wireframe the best user experience, with the Project Manager and Account Manager to identify the screens and bands needed, and with the Creative Director to create an engaging, on-brand creative experience. When the mockups were approved by Web Marketing executives, I collaborated with the IT Front- and Back-end Developers to get the builder running exactly as expected.
The Process
To improve the conversion rates, I created several design iterations of the primary calls to action within the experience, most prominently the “Add to Cart” button. Through wireframing and rounds of revisions, I provided options for color, size, and placement of this button on mobile and desktop to most effectively and efficiently steer users to make a purchase. We utilized data from Google Analytics to identify the drop-off points and bounce rates, as well as utilizing Hotjar heatmaps to see how difficult or easy it was for users to navigate the tabs, advance to the next step, and ultimately complete a purchase. Pulling this data allowed me to enhance the design by changing the style and location of the buttons and tabs to make the user’s actions as painless and simple as possible, ensuring an effective completed purchase.
Design iterations in exploration phase
The Final Product
Your Watch Your Way is now a fully functional watch builder that allows customers to start with a product of their choosing and customize it by selecting their favorite case material and band color, and then add their custom-created watch to their cart for puchase.
