As lead UX, I structured the IWC app across home, watch, campaign, and content flows. I redesigned AR try-on to feed into shopping, built templates for launches like Top Gun and Ingenieur, and added an integrated boutique locator.
IWC Schaffhausen Mobile App
IWC stakeholders (marketing, retail, product), AR specialists, rendering partners, external development agency
UX architecture · Prototyping · Content design · Stakeholder alignment · AR integration · Campaign module design · Cross-functional collaboration
German Digital Award 2022 · Red Dot Award: Communication Design
Old App + Site
We visualised the existing app journey to discover where users dropped off
We defined three CX principles to guide decisions:
01
Every piece of content should lead users toward a clear next step
02
Campaigns and layouts should rely on repeatable structures that scale for markets
03
Content should reinforce, not compete with, product exploration
Explored campaign-first vs. product-first layouts. We Introduced modular campaign templates with cinematic storytelling, AR try-on, and deep-links back to product display pages. We shipped the framework first with Top Gun and later reused it for Ingenieur.
AR try-on was rebuilt into the watch detail page. Users could now try a model on their wrist, then flow into specs, brand story, and purchase.
