VAN CLEEF & ARPELS
BRAND EVENT BOOKING SYSTEM
THE BRIEF
Role & responsibilities
Van Cleef & Arpels are opening a new temporary jewellery and watching making school in Hong Kong and looking for a supporting website that would be able provide users with details of the classes and sessions available, allow users to register, as well as allow them to create brand awareness in the local Hong Kong and Chinese markets.
The project is to be split into two stages, the first, focusing on classes and sessions details, alongside driving the brand awareness campaign.
The second, focusing on the registration and payment systems.
As the Lead Product Designer key elements of my role were, to conduct competitor & comparative research, user research, ideation, web capabilities research. Information architecture, contemporary site structure and design, content hierarchy, creative direction.
Discovery & Research
Define Objectives & Vision
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Increase brand awareness in local markets
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Generate sales of classes and session
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Work closely with Van Cleef & Arpels in Paris and Hong Kong to create one cohesive project team, helping them understand and empathise with their users
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Provide support and knowledge for client during project
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Apply contemporary structure and visual design
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Optimise the user experience
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Integrate new online registration process with existing offline processes
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Ensure registration process is clear and pain-free for both the users and the clients
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User & Market Research
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Identify key target audience
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Conduct stakeholder interviews.
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Develop user personas that represent different user group.
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Comparative market research.​
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Simple Q&A-based health assessment to personalise app experience.
Design Process
​​Defining the Core Features:
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Develop visual concepts rooted in VCA’s identity – soft neutral palettes, refined typography, high-end photography, delicate microinteractions
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Elegant fonts, muted luxury palette, refined microinteractions
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Prioritise mobile-first and responsive layouts.
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Optimise for ease of navigation and readability in both Chinese and English.
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Incorporate localisation nuances for Hong Kong and Chinese audiences while staying brand-consistent
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Design responsive visuals that adapt fluidly across devices
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Use storytelling, craftsmanship visuals, and artisan imagery.
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Minimalist, easy-to-read interface with large fonts and clear contrast.
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Prototyping:
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Build an interactive prototype of the site (Figma or InVision)
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Conduct user testing with target audience groups in Hong Kong and mainland China
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Ease of navigation
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Emotional impact and luxury cues
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Clarity of information and registration path
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Cultural resonance and localisation
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​Collaboration:
Collaboration played a pivotal role in shaping a refined, culturally attuned digital experience. Working closely with cross-functional teams—including UX designers, developers, brand strategists, and local market consultants—we ensured every decision was aligned with the expectations of our Hong Kong and Chinese audiences. Daily stand-ups and iterative design reviews allowed us to maintain a strong creative rhythm while remaining agile to emerging insights. By maintaining an open feedback loop with stakeholders in both Paris and Hong Kong, we crafted a platform that balanced brand storytelling with functional precision, ensuring the digital space echoed the craftsmanship and prestige Van Cleef & Arpels is renowned for.
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