GUESS Watches

The Half Helix team brought the Guess Watches online shopping experience to the next level with a digitally native design. Scroll patterns and interaction animation design were implemented for a luxurious browsing experience that puts premium watch features on full display. A visual and intuitive navigation was added to the collections menu page for easier browsing and opportunities for product discovery, while lifestyle images were integrated into product display pages to bring more stylistic context into each timepiece landing page.

The technical nature of Guess watches requires detailed product description pages that deep dive on relevant features while remaining approachable from a customer perspective. Features such as water resistance and strap type were automatic configured to appear in similar styles. The Half Helix team achieved this by using metaobjects, a new Shopify feature allowing structured, reusable metaobjects to be added and stored within a site.

Half Helix also optimized PLPs to use native Shopify filters, implementing side pop-ups that further explain watch features. Product features and storytelling content is separated into different content blocks that can be managed on the admin side and dynamically displayed. By integrating with Guess Watches’ Product Information Management (PIM), watch features can be automatically fed to corresponding SKU using metaobjects. The Half Helix team also added the option of dynamically displaying watch face sizes proportionately to the customer’s selected wrist size. This gives the user a better idea of what the timepiece will actually look like on their wrist. Furthermore, the detailed user manuals that accompany each Guess watch were also better organized and displayed using metaobjects, ultimately driving towards a fully-informed shopping experience.