Year
2021
Role
Group Designer
Type
Brand Strategy . UI/UX
Tools
Figma . InDesign . Miro
Client
Swarovski
THE BRIEF
As a group we worked on analysing Swarovski, which creates exceptional products using crystals. The brand, while prestigious, needed a modern push to engage the digital-native generation.
THE GOAL
The goal was to bring Swarovski into the modern era by integrating cutting-edge technology while maintaining its luxury appeal. By developing an AR app for virtual try-ons and introducing NFTs, the aim was to enhance customer interaction, elevate the digital experience, and position Swarovski as an innovative leader in the luxury jewelry market.
THE OUTCOME
We created a comprehensive business model and UI/UX concept showcasing how Swarovski could leverage AR and blockchain technology to drive digital engagement and modernise its customer experience.
THE BRIEF
TOOLS USED
Bottega Veneta
Pandora
Swarovski
Tiffany & Co.
High Design/ Fashion Forward
Sentimental / Traditional
Accessible
Exclusive
// PROJECT OVERVIEW
the aim
Bridge the gap between traditional retail and digital future
by developing user-centric service channels. The focus was on creating design awareness within the internal team while simultaneously launching immersive customer experiences.
THE vision
Establish a futuristic brand presence
that culminates in a permanent digital showroom within the Metaverse by 2035, supported by a robust NFT ecosystem and advanced AR integration.
THE client
Swarovski
Swarovski is an Austrian company that sells high quality crystals, jewelry and accessories. Swarovski have been pioneers in the crystal production field since 1895 and have held a monopoly over other companies mainly because of the unique technological advantage they have over their competitors.
// Problem Statement
Swarovski’s growth is hindered by low design maturity and a lack of technological innovation. Without a dedicated design team or strategic awareness, the brand faces digital stagnation.
This project proposes internal restructuring to build a design-led culture and a digital transformation via AR, NFTs, and the Metaverse.
// method of analysis
The report analysis will be broken down into the following categories:
- Educating People about Design
- Awareness of Benefits of Design
- Product and Service Development
- Design Strategies
// competitor analysis
Market Positioning Matrix:
Competitor Profiles:
Tiffany & Co.
Market Positioning Matrix:
Strengths
Unrivaled Brand Equity — World's most recognisable packaging; heritage since 1837.
Vertical Integration — Full supply chain control from mining to retail.
LVMH Backing — Massive capital for flagship renovations and global marketing.
Weaknesses
Exclusivity Barrier — High price points exclude the mass-market Swarovski captures.
Economic Sensitivity — Heavy reliance on high-net-worth spending.
Strategy vs Swarovski
Focuses on "Premiumisation" — already at the top tier, doubling down on hard luxury (gold/diamonds) to distance from bridge-jewellery rivals. Swarovski's opportunity: own the "Styling to Strategy" space Tiffany doesn't contest.
Bottega Veneta
Strengths
Intrecciato Craftsmanship — Signature weaving technique as a logo-less identifier.
Quiet Luxury Leader — Extremely high desirability among Gen Z and Millennials.
Digital Boldness — Deleted social media to rely on earned media; created an aura of mystery.
Weaknesses
Niche Appeal — Logo-less design can result in lower brand recall vs Swarovski's Swan.
Limited Entry Points — Fewer affordable accessories than Swarovski's giftable range.
Strategy vs Swarovski
Operates on "Scarcity & Silence" — wins by exclusivity and obscurity. Targets the "if you know, you know" customer. Swarovski's counter: broad awareness and presence at accessible price points.
Pandora
Strengths
Customisation (The Charm Factor) — "Moments" collection drives high customer lifetime value through repeat purchases.
Operational Scale — Thailand production facilities enable high margins and rapid product turnover.
Phoenix Strategy — Highly successful 2024 turnaround: elevated from "just charms" to a full jewellery brand.
Weaknesses
Brand Perception — Viewed as "sentimental/youthful"; struggles vs. Swarovski's fashion-forward editorial appeal.
Platform Dependence — Historically reliant on a single product line (charm bracelets).
Strategy vs Swarovski
Aggressively expanding into Lab-Grown Diamonds and rings — same "Design Staircase" ambition as Swarovski. Most direct competitor fighting for the same mall-going, accessible-luxury demographic.
// Digital engagement framework
Lack in User Research
Lack in Market Research
B2B Models is used but lack in B2C
No Designated Design Team
Lacks in Technology advancement
No Brand Presence in Emerging Economics
Problem Areas
Bringing awareness through Hybrid Learning spaces
To Develop Designated Design Teams
Providing an Innovative Marketing Strategy
Enhancing Shopping Experience
Incorporating New Technology on the Digital Platforms
Exploring the world of NTF's
Opportunities
Aiming to move up on the DM Ladder
// design management Ladder
// proposed strategy
Proposed Timeline
// design process
Enhancing Customer Experience through
Augmented Reality
+
Launching platform for
Buying NFT's
Swarovski Business Development
Swarovski Business Development
Swarovski Mobile app with
- AR Try It On Feature
- Buying Platform for NFT's
1. Mind mapping
2. Brain writing for iterating the ideas
3. Story boarding to understand the present scenarios
4. Prototyping the solution for user testing
5. Think aloud and usability testing protocol for user testing
Different methods used in this design process,
• Concept development
• Iterations
• Final Concept
• User Testing
• Iterate
• Final Design solution
The various steps of design process are:
// Story boarding
// Conceptualisation
Concept 1 - Magic Mirror
The concept is to have a mirror which acts like a smart device which helps customer to interact
with it to get the tips to style the product.
A kiosk which stands out of the crowd and is a interface which gives product information which a feature of product visualization for users which can also be used as a promotional advertisement.
Concept 2 - Customisation booth
The concept is to create a booth which allows for customization for users in order to personalize the product as per their choice.
A customization booth which allows user to select their own colors, stones etc. The jewelry will be of different combinations for all users, which will give brand to develop designs accordingly.
Concept 3 - nft transaction
The concept is to spread awareness amongst people to buy brand’s NFT. The use of NFT can be to buy products as well on later stage.
A kiosk which stands out of the crowd and is a interface which gives product information which a feature of product visualization for users which can also be used as a promotional advertisement.
concept 1 - magic mirror
Conceptual Interfaces for Testing:
Opportunities:
This concept is enough informative for any marketing/ shopping interface which is interactive as well as attractive. This can be taken further to develop interface which reflects the brand image out to the consumers and to business stakeholders (B2B, B2C).
The concept is to install the magic mirror kiosk in a public space of a mall. The screen will attract users to interact with it. The digital screen will allow users to try new products on them and guide them to download app to buy the product.
Key Takeaways:
Interactive
Digital
Informative
Context for the Product: Open spaces in mall/ public spaces of shopping centers
concept 2 - Customisation booth
The concept allows company to install the customisation booth at the shop. The booth will have all new collections based on festive or occasions. There will be 3-4 options of pendants, 3-4 options of selecting colour and various options of chains. “Make it the way you like”.
Conceptual Interfaces for Testing:
Context for the Product: In the showrooms of Swarovski as part of display of product.
Opportunities:
This concept has potential of being interactive as well as it creates opportunity for designers to design a collection based on system design where all the pieces are adjustable and grows with changing needs of users.
Key Takeaways:
Interactive
Digital
Informative
concept 3 - nft as transaction
Conceptual Interfaces for Testing:
Opportunities:
This concept is enough informative for any marketing/ shopping interface which is interactive as well as attractive. This can be taken further to develop interface which reflects the brand image out to the consumers and to business stakeholders (B2B, B2C).
The concept is based on attracting the customers to user NFT’s. So the strategy is to randomly announce the winner and give free NFT as promotional event. Later on those tokens will be used for purchasing the products and even for participating in the events.
Key Takeaways:
Interactive
Digital
Informative
Context for the Product: In the showrooms of Swarovski as part of display of product.
// paper prototype & User Testing
These are some snaps from the user testing stage where we tested our low fidelity setup, and mobile interface using the think-aloud method
Through Think aloud we understood that –
• The interfaces we designed were a little bit complicated and needed to be simplified.
• People were excited to know more about how jewelry and NFT can go hand in hand.
• Including the NFT bit on the main home page of the app invited them in to explore more of what
Swarovski has to offer.
// final concept
Product Mock Up
The proposed Swarovski app is designed for mobile and tablet users. It provides support for users to scan themselves to try products to visualize them better. It also provides options after trial of products to order them and get it shipped directly to the home or they can choose the nearest store for order pick-up. This app also allows users to keep track of all newly launched NFT’s and this app itself will allow them to buy NFT’s for which Swarovski collaborates with Bored Ape etc.
Branding Page | Home Page
This home page will appear when the user opens the Swarovski
mobile app. The second page shows their tagline to create
interest amongst user to enter the world of crystals. This page will
enable user to log in directly with the credentials they use for
shopping through website or else they can also sign up as a new
customer by giving few personal details.
Login Page | Overview Page
The log-in page will require customers to enter their credentials
to log into the app. Incase the user wants to sign-up for a first
time purchase they can enter their personal details before they
enter the overview page.
Overview page helps users to see the new trending designs with
range of products all together on a single page. This page reflects
the brand image of Swarovski and kind of products it sells.
Product Page | AR View Page
The product page appear when the user clicks on any product. It
will have description of the product, rating, size chart and
selection. After going through all these they will be asked to
either add the product to cart or they can view the product and
visualize it through augmented reality.
The AR view page will give the users instructions as to how they
need to scan to view it through augmented reality.
Camera Page
This page allows user to actually place the selected product on
them to visualize the look after wearing the jewelry. The camera
screen has front and back camera for the convenience of the user.
The screen also enables the user to see the description of
product as well as get the feel of it.
My Cart Page | Details Page
Then the user will be redirected to my cart page where the
details of all items added is shown with the description, quantity
and price of the product.
The details page shows the process of confirming the order with
sequencing it as delivery method, shipping address and finally
navigates them to payment method page.
My Cart Page | Details Page
Then the user will be redirected to my cart page where the
details of all items added is shown with the description, quantity
and price of the product.
The details page shows the process of confirming the order with
sequencing it as delivery method, shipping address and finally
navigates them to payment method page.
Delivery Page | Address Page
The delivery mode page helps user to select the preferred
shipping method.
The address page allows users to enter the personal details in
order to receive the product
NFT Overview Page | NFT Purchase Page
// value proposition
// evaluation & DVF
The implementation of the above processes will lead to a more design-centric and user-focused approach to problem solving. A key outcome of this strategy is the enhancement of the overall customer experience, delivering superior service and a more engaging shopping journey. This, in turn, can contribute to improved cash flow and asset productivity.
Strategic Opportunities:
• Augmented Reality (AR): Enhancing product discovery and customer engagement through immersive digital experiences.
• NFT Integration: Exploring digital collectibles and blockchain-based assets to create new forms of brand interaction.
• Gen-Z Market Growth: According to industry forecasts, Gen-Z consumers are expected to represent 40% of the global luxury market by 2035.
• Industry Adoption: Major fashion brands such as Gucci and Adidas have already begun entering the Metaverse ecosystem.
• Metaverse Expansion: Establishing a presence in the Metaverse can expand both the customer experience and the overall customer base.
• Digital-First Engagement: Speaking the language of younger consumers through innovative digital experiences will help Swarovski strengthen and grow its future consumer base.
Going digital enhances customer engagement and improves the overall shopping experience by aligning with modern consumer expectations.
Digital initiatives support long-term brand growth by strengthening customer relationships and expanding market reach.
Incorporating augmented reality can increase product discovery, customer engagement, and purchase intent in the short term, while strengthening Swarovski’s brand equity in the long term.
According to Bain & Company, Gen-Z consumers are expected to account for 40% of the global luxury goods market by 2035.
To remain competitive, Swarovski must adapt to the increasingly digital-first lifestyle of its future customers (BoF Studio, 2022).
Advancements in digital technologies such as augmented reality and NFTs make it possible for Swarovski to implement innovative solutions that enhance both customer interaction and brand value.
Adopting emerging technologies such as augmented reality (AR) and NFTs can help Swarovski attract new audiences and expand its digital presence. Collaborating with established crypto communities such as Bored Ape Yacht Club, CryptoPunks, and Chimpers could help Swarovski enter the digital collectibles space. Over time, this strategy could allow Swarovski to establish its own independent digital ecosystem.
// why this proposal will work?
Design Maturity
By incorporating design thinking practice to enhance the Human-Centred Design solutions by Agile framework which encourages observing, analysing their systems, questioning, followed by experimenting which opens up various options and ideas which can be used to structures the system or product to enhance the brand value.
The overall strategy focuses on issues faced by two stakeholders. By highlighting the idea of adopting design thinking in team also giving customer a kind of experience, which creates curiosity amongst them to buy products through AR mobile/tablet app will contribute to convert customers, brand equity and leverages the current design practice and brand image.
After implementing the proposed strategy, the company to reach Level 4 of DM Staircase
Innovation
• The proposal will help brand to elevate its customer service experience for online consumers through technological advancements.
• This will also help them compete in the global fashion market.
• This product also acts as a channel for brand to market and create a strong consumer base.
• The proposal will play a very important role in organising the design practice which will help structure the organisation with proper methodology
• In a Hitachi Consulting survey of 2,000 UK consumers, 69% of respondents aged 24 to 35 said they will be more likely to shop with a retailer that was enhancing the shopping experience with innovative instore technology.
