The first step in the project was a series of workshops to identify Christopher Ward’s unique approach, to define it in a way that would provide a key touchstone through the project.

Doing this enabled me to put together a suite of digital experience principles that helped shape the collection of visual motifs and themed modules that formed the new user experience.

When displaying products the UI gets out of the way, putting the focus very much on high-definition photography of the watches, creating a experience that immerses you in detail and craft.

This trimming of unnecessary UI elements was also applied to other areas of the site, for example using subtle fades to indicate the opportunity to scroll rather than signposting with iconography - a decision Christopher Ward were comfortable making given their tightly defined customer profile.