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Innovating
Jewelry Services
CONTEXT
Services (repairs, warranties,
etc) was a growing revenue stream. Leadership wanted further growth. But there was no aligned strategic vision for what Services should be,
especially for youth user segments.
As CX Lead, I led discovery and development to define it.
My role
Team members
CX Lead
Senior Strategist
Strategist
Strategy Intern
Skills
Collaboration
Product + UX
Engineering
Marketing
Warranties
Exchanges
Repairs
Appraisals
Product Strategy
CX Strategy
UX Research
Prototyping
Timeline
Q1-Q3 2024
APPROACH
The real question was: what does taking care of jewelry mean to people over a lifetime?
The team went
deep to find out.
We employed multiple methods to gain deeper understanding into mindsets and psychographics around jewelry and taking care of it.
INSIGHT
One of six insights intended to create the fundamental understanding of Jewelry Services
This was the fundamental driver. If our teams could remember this as a key takeaway, that was a win.
It came down to a person's relationship
to risk, balanced
against the emotional weight of a piece.
OUTPUTS
User Insights, Personas, & Journeys
Our personas and journeys captured universal milestones around jewelry and precious items over a lifetime, and defined a new Gen-Z user segment.
Vision & Strategic Recommendations
We proposed a new, mission-level vision for services and crucial levers to achieve it.
6 Pilot Concepts
We rapid prototyped and validated each of our concepts.
IMPACT
Teams saw Services in a new light, armed with a human understanding and an aspirational vision to
work towards.
A Signet-wide shift in approach to Services.
Contributed to $500M growth goal
Presented to Chief Digital Officer
and team VPs
Repair pilot concept activated
Laid groundwork for new Services Marketing Brand Guidelines
Gen-Z and young millennial personas
and journeys leveraged by email marketing personalization teams
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