Hublot Watches
It was time to improve the shopping experience for one of the world’s leading luxury watch brands.
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problem
Hublot is a luxury brand with a strong visual identity, but their digital experience did not fully support the expectations of high intent shoppers. Customers struggled to compare models, understand product distinctions, and move confidently toward purchase or boutique engagement. The challenge was to identify the highest impact opportunities within the existing experience, prioritize improvements that aligned with luxury brand behavior, and create a clearer and more intuitive path for shoppers who expect both craft and precision at every interaction.
solution
I led the UX strategy and design direction for a focused improvement initiative that enhanced the most critical areas of the customer journey. Through collaborative workshops and mapping exercises, we identified friction points and aligned on opportunities that would increase clarity, reduce cognitive load, and elevate the brand’s premium feel. We delivered a refined navigation model, improved product comparison flows, clearer educational moments around materials and craftsmanship, and a more confident approach to storytelling. Each enhancement supported both ecommerce engagement and boutique level experiences, ensuring the digital journey matched the quality and craftsmanship of Hublot watches.
Hublot approached our team with a clear objective. Improve the online shopping experience in a way that respects the precision, craft, and exclusivity associated with their brand. While the visual identity was strong, the shopper journey did not fully support the expectations of a luxury audience that values both inspiration and clarity.
As UX Strategy and Design Director, I began by leading a discovery phase with Hublot’s digital leadership. We studied existing analytics, reviewed customer behavior, and conducted experience mapping sessions to understand where users were feeling uncertain or lost. We also looked at luxury benchmarks to understand the balance between brand expression and practical decision support.
With these insights, we shaped a UX strategy centered on three principles. Clarity in product understanding, confidence in decision making, and continuity between digital and boutique experiences. From here, we redesigned key flows, expanded educational moments, refined product layouts, and created guidance patterns that helped users feel informed without overwhelming them.
When the updated experience launched, it offered a more intentional and polished path for shoppers. It honored the craftsmanship of Hublot watches while reducing friction, supporting informed purchase decisions, and reinforcing the brand as a leader in luxury design and innovation.
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