Kendra Scott Digital Ecosystem

Reimagined Kendra Scott Digital Ecosystem

We were asked to pitch Kendra Scott during the height of the pandemic to help them increase their presence in the challenging “new normal” of consumer digital purchasing habits.

Although their site brings a lot of traffic and has healthy conversion, there was a huge opportunity to reimagine the loyalty experience, tell the brand story across the entire site, solidify the features and functionalities that are most relevant to the customer, and fully redesign checkout.

—The Ask

Reimagine Kendra Scott’s digital ecosystem to increase engagement and conversion while creating emotional connections that build brand loyalty.

—Our Goals

Connect consumers to an ecosystem

In typical pitch mode we had 10 days to reimagine an experience that would inspire current and new Kendra Scott customers. With efficiency in mind we identified our plan of action.

01. Empathize & Define

02. Concept & Design

03. Tell the Story

STEP .01

Empathize & Define

Activities: Research, User Journeys, Competitor Audits

The Kendra Scott store was their value prop. The in-store experience promoted socially contagious shopping that excited customers. Based on research that was provided by our sister company, we developed and reimagined user journeys that focused on sparking contagious shopping for their entire digital ecosystem.

STEP .02

Concept & Design

Activities: Moodboard, UI Elements, Designs

The team worked with the existing brand standards to refine the UX/UI to become more digitally accessible and flexible. Once we’d aligned on a design language, we developed designs to tell our inspirational story.

STEP .03

Tell the Story

We told the story of Bridget and Cat (me) finding their love and loyalty for Kendra Scott. It started with a Bridget giving Cat a refer a friend discount which pushed her into a personalized landing page. That resulted in her finding jewelry that she loved, wanted to customize, and purchase with a streamlined checkout experience. Cat was then lead into an experience to build loyalty and convert Cat to become the ultimate fan.