Watson’s Home & Spa
Redesign and iterative evolution of the Watson’s digital consumer experience and retail positioning, with over four years of trusted design partnership.
watsons.com
01 Overview
Watson’s is a 50-year-old, family-owned, premier home furnishings retailer specializing in indoor, outdoor, pool, spa, and home recreation products.
Starting with replatforming to Adobe Commerce (Magento), Watson’s worked with my for over four years to fully transform and scale their consumer experience across digital purchasing, marketing, and brand.
Initial Redesign
For the initial site redesign and brand launch, I served as UX Architect — owning qualitative and quantitative research, site architecture, and experience design.
My work also directly informed the visual design, brand strategy, and identity design efforts that ran alongside my workstream.
Primary Research Synthesis
Behavior Analysis
Information Architecture
Wireframes
Visual Design
02 Watson’s Revisited
A couple years later, I returned to the Watson’s as Design Director to support the next evolution of watsons.com.
Design Optimization
As Watson’s operates with a franchise model, the business was in need of a more flexible, modular component library to properly market their rapidly shifting sales and events.
This also gave the collective team an opportunity to optimize the existing design system, information architecture, and global navigation in accordance to the data & insights we had been capturing since the initial redesign.
Global Navigation
Wireframes
Design Direction
Component Library
Visual Design
03 Outcomes
Watson’s continues to see an increase in both in-store and online revenue since the initial redesign.
The redesign also enabled Watson’s to successfully convert their flagship ‘Pool School’ annual sale to an online-only event.
The optimization efforts done later, across global navigation and homepage, have also greatly improved the ability of each storefront to easily own and update content to support ongoing sales and promotions at the local level.