Reimagine a modern and premium
marketplace for watch collectors 🕑
Wristcheck
Wristcheck is a globally recognised watch marketplace with a mission to revolutionise how collectors buy, sell and learn about watches by providing in-house authentication, watchmaking services, and watch index powered by real-time transaction data.
Role
As a Design Lead, I contributed to the entire redesign of the mobile app and website to improve the customer experience in discovering, buying and consigning watches.
Design 🔗
Wristcheck Marketplace
Wristcheck Index
Wristcheck App
App Landing Page
Contributions
Market & User Research
Product Ideation
UX & UI Design
Year
2024 - 2025
Sector
High-end Watches & Jewelry
UX Audit
In the first stage of the project, I evaluated the app as a 1st time user and conducted a Heuristic Analysis of the original mobile app Homepage, Collect & Index features to identify potential usability and experience issues using the 10 principles created by UX researcher Jakob Nielsen based on an understanding of human behaviour, psychology, and information processing.
Main Issues
Lack of brand elements
The majority of the application is presented in black and white, and there are no branding or elements associated with Wristcheck. It could be any other marketplace.
Inconsistent and rigid design
The Homepage cannot access Profile settings, and there are insufficient personalised functionalities.
Poor data visualisation and layout
The presence of less important design elements occupy half of the screen, forcing users to scroll up and down excessively.
User Interviews
Interviews were conducted with 10 Wristcheck customers, ranging in age from 25 to 60, from diverse backgrounds. The interview focused on discovering the user’s behaviours, needs, challenges, and their overall impression of the Wristcheck app.
Personas & Key Customer Segments
Watch Nerds: Knowledgeable about watches. Know the specific watch model they want to buy
HENRYs: Millennial or Gen Z high earning professionals such as bankers, and lawyers who want to buy luxury watches and art as indulgence.
Hypebeasts: Had an eye on specific pieces and was also looking for financial gain for trade up. Looking at hype pieces or limited editions.
Watch Dealers: Actual dealers who own brick-and-mortar watch shops that sell pre-owned or brand new watches.
Challenges
App experience is not personalised
Collect and Index features are difficult to track watch prices
Common Needs
Share watch collections with other collectors at watch club meet-ups
Good data visualisation to track watch prices
Flexibility of managing watch collection and watch indexes
💡Opportunity
A comprehensive watch collector app that guides customers through every stage of the watch collecting journey
To-be Customer Journey
A holistic view of the future state customer journey map that depicts the customer experience and interactions with Wristcheck at every stage of the watch collecting journey.
🔎 Market Scan
See how competitors design user flows and present data and information differently.
Noting opportunities to consider within my design.
Onboarding
Best practices of good onboarding experience
Make onboarding a step-by-step process
To encourage users to complete the registration or onboarding process, an effective approach is to introduce user flows and features gradually, step-by-step, instead of overwhelming them with all the information at oncePersonalise your onboarding with storytelling
Engage your audience on a deeper levelMinimise users input
💡Opportunity
Use step-by-step and analysis format to help users set up an account and reduce drop off
Homepage
Key Takeaways
Homepage allows users to discover and access different sections of the app.
Use different card layouts to make homepage more engaging for users to browse the content
Incorporate social media elements to share their moments to build a community and encourage users to develop their profiles
Gamification elements, such as earning badges and medals
💡Opportunities
Most marketplaces have very standardised profile and homepage
Create a homepage that functions as the primary entry point for all features
Infuse social media elements to boost app engagement
Watchlist & Portfolio
Key takeaways
Watchlist - Both apps use compact components and include small line chart to give users an over of the price movement at-a-glance
Give users the ability to customise watchlists
SoFi has a summary of the Portfolio market value at the top that allows users to click on it to view Portfolio Details
Yahoo Finance provides snapshot index data at the top and Price Alerts feature
💡Opportunity
Use line charts and compact components to enable users to view data at-a-glance
Style References
Taking inspiration from Wristcheck campaigns and other innovative products
to create a fresh and modern look.
UI Concepts
Created UI concepts to ideate the layout and design of each screen considering heuristic analysis and competitors findings.
Onboarding
A conversational experience and watch collector type quiz to make account set up more enjoyable.
Watch Memories
Capture visual memories of watch collecting journey with collectors very own digital diary.
Index Overview
The new Index Overview is a reliable and professional data analytics tool that allows watch collectors to view index data and market news all in one place, enabling them to buy and sell at the right time.
Outcomes
We successfully launched the mobile app in the United States, Hong Kong, and most regions across Europe as planned.
Since the app launch, it has received an impressive 4.9 rating on the App Store.
Reflection
When collecting user data in an application flow, I found that design components and wordings have a significant impact on how users comprehend and are willing to complete the form.
Break down questions into steps and show information progressively (progressive disclosure technique) to help streamline the user experience and understanding.
If the project timeline allows, I would enhance the watch discovery and buy journey and further refine the Watch Memories and Index features.
Marketing Visuals
Figma File & Design System
Homepage UI Flow
Index UI Flow
Design System - Colours
Design System - Typography