UX Architect & Digital Experience Strategist. Led UX architecture, modular design systems, and global navigation planning for Tag Heuer’s luxury commerce platform.
Tag Heuer needed a scalable platform that could uphold its legacy while serving a global, multilingual audience. My goal was to unify commerce, luxury storytelling, and system flexibility into one enduring experience.
Tag Heuer’s legacy spans time, craftsmanship, and global prestige. They needed a digital experience to match—one that could evolve across product lines, regions, and marketing cycles while staying true to their bold, high-performance identity.
Tag Heuer needed to modernize its digital platform without compromising the integrity of its legacy. The challenge was to create a global e-commerce experience that worked seamlessly across dozens of regions and languages, while still feeling personal, luxurious, and true to the brand’s iconic identity. The platform needed to support evolving product collections, promotional flexibility, and scalable systems—all while remaining intuitive and performant on both desktop and mobile devices. Maintaining balance between visual sophistication and functionality was key, especially when designing for such a storied, high-performance brand.
Information Architecture
Designing for a global luxury brand meant navigating multiple layers of complexity—from internal brand standards to regional compliance and technical performance. Every design decision had to honor the legacy of Tag Heuer while delivering modern functionality for today’s users. Constraints weren’t just technical—they were cultural, visual, and experiential.
Quote from client
“We needed a digital experience as timeless and precise as our watches—and Levi’s strategy made that possible.”
The core problem wasn’t just visual—it was structural. The existing site lacked a cohesive system to scale across regions, languages, and campaigns. Product discovery varied by country, leading to inconsistent user flows and brand perception. Internally, teams struggled to manage updates and maintain a unified experience. Through UX audits, journey mapping, and internal team interviews, we identified gaps in the information architecture and system governance that were creating friction for both users and the business.
Before redesigning the platform, it was important to evaluate the existing user journey not just from a visual or branding perspective, but from an interaction design and systems architecture standpoint. The original flow, while functional, lacked clear behavioral mapping, structured IA, and conversion-focused design logic. Pages operated in isolation, with linear progression and minimal user-driven branching or feedback loops.
1. Confusing Navigation Hierarchy Product categories were nested inconsistently, making it difficult for users to find what they were looking for—especially when browsing by collection or gender. Users often had to click 3–4 times before reaching a relevant product.
2. No Filter or Sorting Tools Product listing pages lacked filters for essential criteria like size, movement, or price, forcing users to scroll through long pages of irrelevant items. This created unnecessary friction and drop-offs.
3. Inconsistent Global Experience Users in different regions saw different layouts, broken translations, and misaligned pricing without clear indication—undermining brand trust and making transactions feel unreliable.
4. Cluttered Product Pages The product detail pages prioritized dense specs without emphasizing luxury appeal, making the experience feel more like a parts catalog than a high-end showcase.
The solution was to build a modular, scalable UX system that could adapt across markets, product lines, and devices—all while preserving the prestige of the Tag Heuer brand. I restructured the information architecture to improve discoverability, implemented a flexible design system for consistency, and introduced a global navigation strategy to unify regional experiences. This allowed Tag Heuer to maintain luxury storytelling while optimizing performance, supporting growth, and creating long-term design stability.
In contrast, the redesigned experience introduced a modular, component-based framework built around user intent, regional adaptability, and progressive disclosure. The goal wasn’t just to optimize visuals—but to rebuild the flow logic, content hierarchy, and touchpoints across the experience.
The final product reflects a seamless fusion of luxury, structure, and global adaptability. From homepage to product detail, each interaction was designed to honor Tag Heuer’s legacy while offering users a clear, consistent, and immersive shopping experience. The modular system allowed for scalable content updates, region-specific adaptations, and refined product discovery—without sacrificing brand integrity. Below are selected views from the live site that showcase the enduring framework and design logic still in use today.
This project reminded me that great design isn’t just about how something looks—it’s about how it works at scale, across cultures, devices, and time. The most successful systems are invisible to users, yet deeply intentional beneath the surface.
Balancing legacy with innovation was a core theme. Luxury brands carry emotional weight and historical significance, which means design solutions must honor that while still being responsive, modular, and relevant to modern shopping behaviors.
Working across global regions revealed the importance of research-driven empathy. What works in one market can create friction in another. Understanding those nuances—whether visual, behavioral, or linguistic—was essential to building a unified, yet adaptive system.
Ultimately, this wasn’t just a redesign—it was a rethinking of how digital experience can amplify brand prestige, empower teams, and simplify decision-making. The fact that core elements still exist on the live site today is proof that thoughtful UX can stand the test of time.
