CLIENT
Catbird
INDUSTRY
Fashion
D2C
SERVICES
Content Strategy
User Research
User Flow
UX Writing
BACKGROUND
Founded in 2004, Catbird is a renowned fine jewelry retailer based in Brooklyn, celebrated for its unique, handcrafted pieces and commitment to sustainability. Following the success of this project, Catbird is set to open 10 new locations, expanding the national footprint of what has mostly remained a cult brand. Read what the NYTimes has to say.
THE CHALLENGE
Despite a loyal customer base, Catbird found itself up against growing competition from trendy D2C brands like Mejuri. Born a retail brand in the heart of Williamsburg, Catbird needed to elevate its online presence urgently, crafting a digital experience that reflected the high-quality, unique pieces and exceptional in-store service that made it a beloved brand.
THE GOAL
Revamp Catbird's e-commerce website through extensive market and user research to enhance the omnichannel experience and maintain industry leadership.
Create an elevated, user-centric online shopping environment that reflects the brand's unique values and offerings while improving navigation, discoverability, and product information for a seamless customer journey.
MY ROLE
As the lead content strategist, I spearhead the end-to-end design process. My responsibilities span from analyzing user research to mapping user flows, developing robust content strategies, and meticulously crafting copy for the brand's new site.
Crafting One-of-a-Kind Moments
I designed the user flow and content hierarchy in Figma and crafted engaging, authentic storytelling. From the Homepage, Product Detail Page, to Checkout, I infused every technical UX copy and creative copy with Catbird's unique voice, ensuring that each interaction resonated with clarity and consistency.
1. User Research
THE PROCESS
I facilitated in-store user interviews to uncover Catbird’s user personas, shopping behaviors, and emotional needs, providing data-backed insights that informed the design process.
“ I’m buying a gift for my mom - an ankle bracelet. Though I know their bracelets but I looked at the website first to show her some styles and see if she wanted to get it zapped. ”
During the interview, I observed users demonstrating typical purchasing journeys both in-store and on mobile, noting relevant touchpoints, pain points, and friction for analysis.
2. Competitors Analysis
THE PROCESS
I performed a comprehensive Competitive Analysis, benchmarking the Catbird site against key competitors like Mejuri, Monica Vinader, and Tiffany. This analysis of features, functionality, and customer experience provides strategic insights to keep Catbird at the forefront of the fine jewelry industry.
3. UX & Content Strategy
THE PROCESS
I collaborated with another UX strategist to create a detailed report that synthesized key insights from user research and competitor analysis. The actionable recommendations guided content design and were further elaborated upon during the design phase.
4. Design Content Hierchry
THE PROCESS
Some content highlights and features included:
Large, focused products.
Stories about sustainability and values.
A fresh take on UGC.
Pathways to their world and blog.
An unusual and engaging entry point for product discoverability.
A surprise golden egg with a treat waiting for its engages.
I also worked closely with researchers, designers, PMs, and developers, providing critical feedback and conducting QA to ensure alignment and quality across all project phases.
Catbird's homepage was designed to reflect originality while ensuring a seamless customer experience. The main categories were outlined in a beautiful, classic typeface to show the breadth of their offering.
THE RESULT