Creating a luxury checkout experience for Phillips watches
Phillips is the leading international auction house for twentieth-century and contemporary work. We are leading a digital transformation of Phillips, moving them from an analogue business, with legacy systems to a digital first organisation.
Creating a purchasing experience fit for the luxury market
Traditionally at Phillips watch sales have been handled in a manual, enquiry-based manner relying on careful tracking of communications. This is an inefficient process that often leaves clients in-the-dark about how their transaction are progressing.
We needed to create a “buy now” experience for Phillips watches, a best practice e-commerce experience that felt both intuitive and luxurious, and lived up to the high quality, personalised services that Phillips pride themselves on.
Impact through collaboration
Adopting an agile process, with multiple internal releases, we designed and developed a new checkout experience in a little over three months. This involved digitally transforming Phillips from the ground-up. Changing the way they ran product development, modifying internal processes and building a new set of tooling that would provide Phillips with the capability to innovate quickly.
“We asked for a horse and cart, and you’ve dropped us in a Ferrari Enzo”
James Marks, International Head of Perpetual, Director
The new digital checkout experience was launched in the summer 23’, the Phillips watches team are finally able to sell watches online directly to their customers. The digital system and experience provides lower overheads and greater automation of admin tasks, freeing up time for staff to focus on higher value activities. This represents not only a good quality design outcome and a positive user experience, but a huge shift in the way Phillips are able to operate as a business.