Swarovski Crystal is part of the Swarovski Group, a premier and worldwide operating brand famous for its jewelry and high-quality crystal, genuine gemstones, created stones and finished products such as accessories and lighting solutions.
We were tasked with developing a store locator for desktop devices providing location dependent information regarding store details, optional filtering and route planning using an online map service.
With an exclusively available store finder solution for mobile devices, the desktop experience by then comparatively lacked key functionalities regarding omnichannel retailing. On a meta level this required to think about how to further improve customer experience by integrating features that facilitate seamless transitions from online to in-store sales. The assignment also involved a revision of the store detail pages and integration of the so called "Virtual Visit" section featuring flagship stores.
Given the large number of retail stores, we likewise had to take result handling into account by developing a clustering mechanism that took care of that issue, hence optimizing the overall store locator usability and user experience. Througout the project I was responsible for further elaborating conceptional data provided by the client, creating the respective wireframes while being in a close dialogue with in-house developers, project managers as well as stakeholders.
Having the technical parameters determined and the store locator structure sketched out, I continued with creating a set of wireframes. With desktop devices lacking GPS, we decided to integrate an IP-based location algorithm using CountryHawk, triggering a location dependent view upon being clicked. In addition, implementing the maps API ensured directions to desired stores. As mentioned previously, handling search results in a preferably elegant way was crucial for a convenient UX.
Thus our solution included a mechanism that avoids clutter by clustering single stores dependent on the used zoom level. On results pages itself, we ensured clarity through structuring content and by implementing an expandable product category-based filter. Same goes for the revised "Virtual Visit" section and (flagship) detail pages: we focused on improving legibility through structuring content by relevance, consequently creating a satisfiable usability and navigation experience while minimizing generic data.
"Smooth" is what comes into my mind when I think about realizing this solution. Overall, we managed to get everything - from concept to implementation - up in less than two weeks. Due to an effective decision-making process we maximized our ability to deliver quickly and to respond to emerging (change) requests.
Again, getting ideas out of the head rapidly and onto paper while constantly involving the whole team and ecouraging them to come up with own solutions just proved to be the proper approach. Covering the requirements like this ended up with adequate deliverables for both the client as well as end users.