Ecommerce Store Design Breakdown of the luxury jewelry brand, Tiffany & Co.
Every day, thousands of websites are launched around the world. Fortunately, they're not all alike. However, there are a few core UI/UX principles that stay intact.
In this series of blogs, we will be looking at luxury brands and taking notes for a good Shopify UI/UX design. There's one company, Tiffany & Co., that we would like to single out this month. It's a perfect example of a professional website with a beautiful design.
What is Tiffany & Co.?
Tiffany & Co. is an international luxury jewelry brand. This brand is an industry giant. It is one of the world’s leading luxury brands, with an unparalleled reputation for excellence. To give you a perspective, take a look at the brand value of Tiffany & Co. worldwide from 2012-2021 in the graph below -
Tiffany & Co. is a great example of how a luxury brand can use the web to create a fantastic customer experience. The site's homepage is clean and easy to navigate.
This is in stark contrast to other luxury brands that rely on elaborate imagery or self-promotion to introduce themselves as lifestyle destinations rather than places to buy things.
Since Tiffany's products are expensive and exclusive, they rely heavily on their customers' trust in their brand to convert them into paying customers. The company understands that people are hesitant to buy from them online without seeing the actual product firsthand.
So what does Tiffany do? Let’s take a look.
Online store design and UI/UX inspiration learnings from Tiffany & Co.
While there are a number of things we love about Tiffany & Co. and its website design and user interface, here are a few learnings for Shopify businesses that can create as engaging an experience as the luxury brand.
Hero section of the homepage
The homepage features a video of the company's new jewelry collection. Tiffany's website is a great example of how to use video to attract customers on your homepage.
The hero section of the homepage is very attractive, it has a video of Beyonce getting ready for a party where she will wear some amazing jewelry from Tiffany & Co. The video is playing in the background and it also has an overlay effect, which makes it look more interesting and engaging.
It's also important that your website looks professional - not only does this make customers feel safe about buying from you (they know it's not just some random person peddling their wares online), but it also shows them that you take pride in what you do. And Tiffany’s hero element nails this!
The main navigation menu on all pages is located at the top of the page with collapsible dropdowns for each category or subcategory to expand it when clicked on it.
The dropdown menu also has an "Explore" option which will let you explore more products based on your current selection in the dropdown menu. This navigation menu helps you navigate through the website easily without having to scroll down all the way to reach a certain section of the website.
The location picker right at the top helps users find their local store quickly, which in turn boosts conversions by making them feel more confident about their purchase. This is especially useful in industries like jewelry whose products are usually very expensive
In this case, Tiffany & Co. has decided to make an interactive map, which is more engaging than just typing in an address or selecting a country from a dropdown.
Clever use of micro CTAs
The Tiffany & Co. website is a great example of the use of micro CTAs. The website uses several different CTAs to engage with potential customers, including
- Contact us: This CTA brings up an array of options to contact the team. You can also choose to schedule an appointment or chat with them one-on-one by clicking on the chat icon in the upper right corner.
- Book an appointment: This CTA opens up a location selector, followed by a use case selector, and finally, a calendar where you can select a time that works best for you to come into the store.
This is a great UX addition because their products are luxury and customers may want to see them in person before making a purchase.
Express add to cart with a collapsible cart view
In design, the number of clicks it takes a user to complete a particular task plays a major role in determining the likeability of that website. You should try and avoid unnecessary steps that add no value to the overall shopping experience of your consumers.
Tiffany & Co.'s website has a quick add-to-cart option that lets you add an item to a cart directly from the catalog.
Furthermore, every time you add an item to your cart on the Tiffany website, a small window slides out from one corner displaying all items in your cart. That is, you are not taken to another page altogether.
This is a great User Experience (UX) element because this does not interrupt and break the shopper’s browsing experience. So, the chances of the shopper to browse through other products as well is more likely instead of feeling like they’re done.
Popular products on the homepage
Tiffany & Co.'s website design is simple, but it gets the job done. The homepage has a clean layout that highlights key information and popular products.
One thing that's interesting about Tiffany's website is that it doesn't have a lot of products on display on its homepage. You can see there are some featured products at the top, but your eyes are drawn to the beautiful pictures of jewelry throughout the page. This is because they know that people want to see what they're selling before they buy it — even if those people are just browsing for ideas or inspiration.
Categories on homepage
The Tiffany & Co. website has a clean design and it's easy to navigate through the different sections of the site. The homepage contains category sections like “Earrings”, “Rings”, “Bracelets”, and so on.
This is great for customers who know exactly what they’re looking for. They can easily be directed to their desired category without much hassle.
Contact a Client Advisor sticky button on all product pages
When you visit Tiffany & Co.'s website, you'll find yourself overwhelmed with items to buy. That's pretty common for any luxury brand, but it does mean that you may need a little help finding the right piece for you. The best way to do this is to provide people with an easy way to get in touch with an expert who can help them choose the right item.
Another interesting element here is that this button is sticky; meaning the button is always visible to buyers even when they scroll down.
High-quality product images
The first thing you'll notice when you land on Tiffany & Co.'s website is a beautiful, high-quality product image. This isn't your average stock photo. It's a professional photo of one of the company's products — taken in a studio, by a professional photographer.
These shots focus on highlighting the tiniest and most delicate details of the jewelry. And the photography style matches beautifully with the overall brand aesthetics.
Videos on all product pages
The product pages are where Tiffany really shines with their user experience design (UX).
One thing that stands out on this website is that there are videos on all product pages, which allow you to see what each product looks like before making a purchase decision. The video embedded under each product description is a great way to show off how beautiful each item is.
Detailed product descriptions
Giving full information about any product is critical. It lets the user analyze and make informed decisions. It lets them feel like they’re in charge.
A lot of thought goes into every product page on the Tiffany & Co. website. Each item has detailed product descriptions with information about materials used and the manufacturing process involved in creating each piece of jewelry or watch.
Personalized product recommendations
When you click on one of their jewelry pieces, you're immediately shown other similar items that are available in your size and color choice; it's like having your own personal shopper!
This simple feature makes it much easier for customers to find just what they're looking for without having to sift through all kinds of unrelated options first.
The Tiffany Experience section
The Tiffany Experience section on all product pages is one of our favorite features on the site because it's such a great example of what makes the brand so special. It includes collapsible sections with information for shipping, returns, size guides, etc.
It's a great way to build trust with customers who may not be familiar with the brand. And it's also a great way to tell a story about how your product came to be — which is always good for conversion rates.
Clean footer design
The footer on Tiffany & Co.'s website has a clean and simple design that's easy to read, which helps visitors quickly find what they're looking for on the site. The footer includes links to the company's social media pages, as well as an extensive section of anything and everything about Tiffany’s as a brand.
The designers at Tiffany & Co. have created a footer that is not only clean and easy to read but also very stylish. They've made the most out of their minimalistic space.
A dedicated page for gifting
They have a dedicated gifting page that allows you to send gifts and jewelry to loved ones or even yourself. It includes a wide variety of gift ideas for different occasions and budgets.
This is a great inclusion since jewelry is something that holds a lot of sentimental value and is usually gifted to loved and close ones. Even in their online storefront, they’ve managed to gauge this and cater to their audiences in the right way.
Great use of negative space
The site is a joy to behold, with a simple design that doesn't distract from the products. A clean layout and wealth of white space are among its many strengths.
The Tiffany & Co. website is a shining example of the power of negative space. The site features beautiful images and a clean, simple layout that allows the jewelry to speak for itself. The layout is also very well-thought-out, with no confusion as to where you need to go next.
Setting up a high-converting store design for your brand is no easy task. Today, a lot of Tiffany's website is built using headless commerce and custom design.
To build and design an impressive store like Tiffany & Co., you need to work with Shopify design experts who understand what you are looking for and have industry knowledge of the changing trends and consumer preferences.
Also read: Why Your Shopify Store Design Is Important to Increase Conversion Rates
We help you bring your ideas to life with Shopify web design, development, marketing, and support services from experts. Our team of Shopify experts works with Shopify merchants like you to design a store that reflects the personality of your brand and caters to the functionalities you require. Whether you want to revamp your existing design or build a new one from scratch, we will help you create a positive shopping experience on your Shopify store design.
Reach out to us at firstname.lastname@example.org and we’ll help you set up your Shopify store design!