Tiffany & Co. Audit
The other day, while browsing online for some fine, upscale jewelry, I thought of checking out Tiffany & Co. I started off by looking at their collection of earrings and necklaces, sorting them from "low to high" to see what my realistic options were, and then from "high to low" to be amazed by the luxury items available.
However, when I tried to filter the engagement rings by price, I found that the option was missing. This was surprising because all other pages on the website had a price filter. The absence of this feature not only makes the website inconsistent but also makes it harder for users to navigate.
To address this issue, I have come up with some solutions that Tiffany & Co should consider implementing.
First, we find ourselves on the homepage.
I have been wanting some earrings so let's see what they have!
Oh good, they have a sorting menu, I want to see their most expensive item, so let's sort from "Price: High to Low".
I like how they have more specific price ranges!
These are ADORABLE! It's so convenient that the price is right there. But WOW! Look at that price, that's as much as a brand new car!
I know wedding bands can get expensive, let's see what they have.
There's the filter, we'll sort from "Price: High to Low" again.
Here's another specific price range menu.
Looks like the most expensive wedding band is just shy of $20k.
Now let's see some engagement rings..
Wait, where is the sort filter? Every other page has it, except for this one. Sure there are other, more specific filters, but it doesn't seem like I can sort by price.
Let's hover over the first item, okay, hmm there's no price.
We'll click on the ring, ah I see you have to choose a diamond to see any price.
I want to see what the cheapest option is, so I'll set everything to "minimum".
Alright, looks like this is the cheapest option. That was a lot of steps just to see the price...
Tiffany & Co. could benefit from these mockups I've created to help users navigate and easier select a ring...
I added in a "sort by" filter on this page. Every other page on the website has this filter except engagement rings. It doesn't make sense to not have it.
Since the price is dependent on the diamond, a price range might be a useful in previewing the ring.
Nice! But, oof that's a large price range.. and it looks quite intimidating. Let's try something else.
This seems much better. By having the button say "Starting at $2,610" it implies that this is the minimum cost of the ring. "Customize" implies that users can upgrade the ring.
Including the price in the ring preview allows users to quickly assess whether the item fits within their budget. With this feature, users can avoid the frustration of falling in love with a ring only to find out later that it's outside their price range. By providing upfront pricing information, the preview empowers users to make informed decisions about their purchase and streamlines the buying process. This simple yet effective feature enhances the overall user experience and helps to build trust and confidence in the product.