Initially driven to create a better digital experience from a UX perspective the conversation quickly grew to encompass what it means to develop a digital aesthetic. The website had always nailed down one aspect of the brand, understated luxury, but fell short in landing the other, signature aesthetic. Their next chapter sought to resolve this.  

Understanding where and how to maximize brand and UX experience required a deep understanding of the audience and behavior. Luckily, Aeyde KNOWS their audience. Audience segments they targeted were the exact audience profiles we validated when we ran site wide tests. Professional semi-affluent women 25 - 40 in metropolitan areas across the globe; NYC, London, Paris, Berlin, who almost strictly use their iPhone to shop during the lackluster times of their days. Think post lunch Tuesday. Additionally, now we saw how they traversed the website.

Looking at audience behavior, we first focused on high impact touchpoints: navigation, homepage, product landing pages, product display pages, cart, and checkout. These pages not only needed to have optimized functionality, but needed to clearly convey that you were in Aeyde’s world. This balancing act raised a lot of challenges:

• As a brand that marries form and function in their products, in a web experience will brand or UX take priority? 
• How do we create an immersive cinematic experience for people who strongly prefer to shop on their phones?
• Should we optimize for adding items to the cart or imbibing the brand? 
• Where and how should we encourage exploration when we know a visit isn’t leading to a purchase?
• What brand visibility could search bring with better UX?

The result, a website that completely embodies Aeyde. Aeyde always understood who they were, they just needed the world to see.