Design, front-end and commerce experience for a UK luxury watch and jewellery retailer, including virtual try-on for high-consideration purchases.
appico's role: Design, front-end and commerce experience
Goldsmiths sells at price points where people hesitate to buy online. The job was to close that gap: a multi-brand luxury catalogue that stays genuinely browsable, and a virtual try-on that puts the piece on your own wrist before you commit.
This is not impulse buying. The experience is built around a long decision, where the buyer returns several times before purchasing.
See the watch on your own wrist, which removes the single biggest objection to buying online.
Multi-brand luxury inventory that can be filtered without losing the feel.
Art direction at the level of each maison, inside one storefront.
Built around a long, high-consideration decision rather than an impulse buy.
A focused look at the idea, goals and timeline, ending in a buildable spec and a clear technical roadmap.
Product structure, stack selection and AI integration, chosen around the delivery goals.
AI-accelerated development in parallel, with real commits every day.
Automated test suites plus manual QA, across devices.
Deployed to production and monitored, ready for real users.
Fixes and iteration as the user base grows.