David Yurman Digital User Experience
Customer journey work at David Yurman, from an internal knowledge platform to the wedding collection flow and the moment after checkout.
project type
UX/UI · Digital Experience
year
2023
my role
Art Director
client
David Yurman
An Internal Collections & Heritage Hub
DY Wiki: Internal Knowledge Platform
Product and heritage knowledge lived in people, not in one place. Employees lost hours tracking down answers, new hires faced steep curves, and the same question could return three different responses. The ask was a simple hub; the problem was bigger. I interviewed teams across the company, worked with copywriters and content managers to define what a single source of truth actually needed, then designed the platform around search and filters rather than browsing. Detail pages hold everything a collection needs: copy, quotes, campaign assets, and design documentation. I scoped the build with developers through initial development.
Structure First
Information Architecture
Search, filters, and detail pages mapped before a single screen was designed.
Who It's For
Three Users, Three Needs
The long-time employee who needs speed. The new hire who needs orientation. The sales associate who needs answers mid-conversation.
Good Structure Is Invisible
The same thinking applied outward: an internal platform, then a shoppable journey, then everything that happens after the purchase.
https://www.davidyurman.com/wedding.html
After Checkout, Not the End
Post-Purchase Program: Physical to Digital
Every purchase, online or in store, came with a printed thank-you card carrying a QR code, turning a physical moment into a digital one. I designed the landing experience mobile-first, where the traffic actually was: the brand story, care guidance for metals and gemstones, and a customer care service that had been buried on the site. A desktop version followed for email traffic. Alongside it, I helped build a lapse prevention email strategy, so the relationship kept going long after the box was opened.
