New York, US
Citizen Global E-Commerce Digital Experience
Designing a New Digital Experience for Citizen Global Web
Industry
E-Commerce
Client
Citizen Watch Global
Team
The Barbarian Group
Role
UX Designer
Timeline
June – December, 2025 (6 months)
Category
Digital Experience
E-Commerce
Citizen Global E-Commerce Digital Experience
Designing a New Digital Experience for Citizen Global Web
Industry
E-Commerce
Client
Citizen Watch Global
Team
The Barbarian Group
Role
UX Designer
Timeline
June – December, 2025 (6 months)
Category
Digital Experience
E-Commerce
Citizen Global E-Commerce Digital Experience
Designing a New Digital Experience for Citizen Global Web
Industry
E-Commerce
Client
Citizen Watch Global
Team
The Barbarian Group
Role
UX Designer
Timeline
June – December, 2025 (6 months)
Category
Digital Experience
E-Commerce
As a UX Designer at The Barbarian Group, I collaborated on the end-to-end redesign of Citizen Watch’s global digital platform. Our team utilized data analysis to identify limitations in the legacy site, which we addressed at both the structural and executional levels.
My role focused on integrating brand storytelling with e-commerce functionality, creating an integrated global system that balances Citizen’s heritage with a streamlined, conversion-oriented user experience.
As a UX Designer at The Barbarian Group, I collaborated on the end-to-end redesign of Citizen Watch’s global digital platform. Our team utilized data analysis to identify limitations in the legacy site, which we addressed at both the structural and executional levels.
My role focused on integrating brand storytelling with e-commerce functionality, creating a unified global system that balances Citizen’s heritage with a streamlined, conversion-oriented user experience.
Project Overview
Project Overview
Bridging 100 years of heritage with modern e-commerce for Citizen Watch
Bridging 100 years of heritage with modern e-commerce for Citizen Watch
Bridging 100 years of heritage with modern e-commerce for Citizen Watch
While the legacy Citizen Watch website functioned as a sales tool, it lacked the brand storytelling necessary to convey its 100-year heritage. The objective was to transform the platform from a purely transactional site into an immersive brand experience.
Our UX team redesigned the journey to strengthen core e-commerce functionalities, such as product discovery, while seamlessly integrating narrative elements. The result is a unified global experience where users can navigate a streamlined shopping path while naturally engaging with the brand's rich history and craftsmanship.
While the legacy Citizen Watch website functioned as a sales tool, it lacked the brand storytelling necessary to convey its 100-year heritage. The objective was to transform the platform from a purely transactional site into an immersive brand experience.
Our UX team redesigned the journey to strengthen core e-commerce functionalities, such as product discovery, while seamlessly integrating narrative elements. The result is a unified global experience where users can navigate a streamlined shopping path while naturally engaging with the brand's rich history and craftsmanship.
Final Design
Final Design
Building a sustainable web experience through modular design systems
Building a sustainable web experience through modular design systems
The final design was built on a modular component-based system to ensure long-term scalability. I designed the Information Architecture (IA) by mapping atomic components to specific page objectives, creating a consistent yet flexible structure.
This approach allows Citizen’s internal teams to manage and update content independently through a Component Management System. By prioritizing modularity, the design simplifies maintenance and provides a sustainable framework for the brand’s global digital presence.
The final design was built on a modular component-based system to ensure long-term scalability. I designed the Information Architecture (IA) by mapping atomic components to specific page objectives, creating a consistent yet flexible structure.
This approach allows Citizen’s internal teams to manage and update content independently through a Component Management System. By prioritizing modularity, the design simplifies maintenance and provides a sustainable framework for the brand’s global digital presence.
Citizen Home Landing Page
Citizen Promaster Collection Page / Product List Page (PLP)
Citizen TSUYOSA Collection Page / Product List Page (PLP)
Citizen Product Detail Page (PDP)
Data Analysis / Overview
Data Analysis / Overview
Grounding design decisions in real user behavior
Grounding design decisions in real user behavior
To establish a clear understanding of how users interact with the Citizen website, we analyzed Google Analytics data across key behavioral dimensions.
These insights helped surface patterns, preferences, and friction points that directly informed our UX and design decisions.
To establish a clear understanding of how users interact with the Citizen website, we analyzed Google Analytics data across key behavioral dimensions.
These insights helped surface patterns, preferences, and friction points that directly informed our UX and design decisions.
Data Analysis 01
Data Analysis 01
How Users Enter the Experience
— Most journeys begin with lightweight product exploration
The majority of users enter the Citizen site with the intent to browse rather than purchase. Search-driven entry points lead users directly into Product Listing Pages, making PLPs the primary surface where first impressions and early decisions are formed.
This positioned the PLP (Product list page / Collection page) experience as the most critical starting point for improving overall engagement.
The majority of users enter the Citizen site with the intent to browse rather than purchase. Search-driven entry points lead users directly into Product Listing Pages, making PLPs the primary surface where first impressions and early decisions are formed.
This positioned the PLP (Product list page / Collection page) experience as the most critical starting point for improving overall engagement.
Data Analysis 02
Data Analysis 02
Browsing ≠ Deciding
— High engagement does not translate into confident decisions
Browsing ≠ Deciding
— High engagement does not translate into confident decisions
While users actively browse across PLPs, progression toward purchase remains limited. Cross-category exploration suggests curiosity and comparison, but the experience lacks sufficient support to help users narrow choices.
This gap between exploration and action revealed a need for clearer filtering, comparison, and guidance within browsing flows.
While users actively browse across PLPs, progression toward purchase remains limited. Cross-category exploration suggests curiosity and comparison, but the experience lacks sufficient support to help users narrow choices.
This gap between exploration and action revealed a need for clearer filtering, comparison, and guidance within browsing flows.
Data Analysis 03
Data Analysis 03
Data Analysis 03
Low Traffic, High Intent
— Some categories are easy to miss, but signal strong purchase intent
Low Traffic, High Intent
— Some categories are easy to miss, but signal strong purchase intent
Several sections of the Citizen website—such as brand content, collaborations, limited editions, and accessories—attract relatively little traffic compared to core product listings. Despite lower visibility, users who reach these pages are noticeably more motivated, with higher add-to-cart and conversion behavior.
This contrast revealed an opportunity to better surface high-intent categories within the primary browsing experience.
Several sections of the Citizen website—such as brand content, collaborations, limited editions, and accessories—attract relatively little traffic compared to core product listings. Despite lower visibility, users who reach these pages are noticeably more motivated, with higher add-to-cart and conversion behavior.
This contrast revealed an opportunity to better surface high-intent categories within the primary browsing experience.
Data Analysis 04
Data Analysis 04
A Parallel Experience: Return Users (Citizen Owners)
— The site also serves returning users with post-purchase needs
A Parallel Experience: Return Users (Citizen Owners)
— The site also serves returning users with post-purchase needs
Beyond shopping, a distinct audience returns to the site to manage and care for existing watches. These users arrive with clear intent and familiarity, often bypassing navigation to reach service content directly.
Their behavior reinforced the need to support ownership journeys without interfering with shopping flows.
Beyond shopping, a distinct audience returns to the site to manage and care for existing watches. These users arrive with clear intent and familiarity, often bypassing navigation to reach service content directly.
Their behavior reinforced the need to support ownership journeys without interfering with shopping flows.
Data Analysis / Key Takeaways
Data Analysis / Key Takeaways
Data Analysis / Key Takeaways
01 Product Discovery Drives Engagement
01 Product Discovery Drives Engagement
01 Product Discovery Drives Engagement
Browsing core products is the dominant site behavior, with most users entering through search and landing directly on Product Listing Pages.
Browsing core products is the dominant site behavior, with most users entering through search and landing directly on Product Listing Pages.
02 High-Intent Content Is Underexposed
02 High-Intent Content Is Underexposed
02 High-Intent Content Is Underexposed
Brand content, collaborations, and limited editions account for a small share of overall traffic, yet consistently show higher add-to-cart behavior.
Brand content, collaborations, and limited editions account for a small share of overall traffic, yet consistently show higher add-to-cart behavior.
03 The Website Supports the Full Brand Relationship (Post Purchase Experience)
03 The Website Supports the Full Brand Relationship (Post Purchase Experience)
03 The Website Supports the Full Brand Relationship (Post Purchase Experience)
Beyond shopping, a distinct group of returning users visits the site for post-purchase needs such as repairs and watch registration.
This reinforces the website’s role not only as a commerce platform, but as a long-term brand touchpoint across the customer lifecycle.
Beyond shopping, a distinct group of returning users visits the site for post-purchase needs such as repairs and watch registration.
This reinforces the website’s role not only as a commerce platform, but as a long-term brand touchpoint across the customer lifecycle.
UX Solution / Structural Level
UX Solution / Structural Level
We redesigned a new web structure for both first-time and returning users.
We redesigned a new web structure for both first-time and returning users.
The redesigned structure supports first-time discovery through product-led navigation, while giving returning users clearer access to brand and ownership content.
The redesigned structure supports first-time discovery through product-led navigation, while giving returning users clearer access to brand and ownership content.
UX Solution / Structural Level
UX Solution / Structural Level
Restructuring post-purchase experiences for returning users
Restructuring post-purchase experiences for returning users
We restructured core post-purchase touchpoints, including Watch Registration and Watch Manuals, to better support returning owners. The redesigned manual experience provides clearer, more intuitive access to service information, making it easier for users to care for and manage their watches after purchase.
We restructured core post-purchase touchpoints, including Watch Registration and Watch Manuals, to better support returning owners. The redesigned manual experience provides clearer, more intuitive access to service information, making it easier for users to care for and manage their watches after purchase.
UX Solution / Macro Level
UX Solution / Macro Level
Enhance Product Discovery experience with advanced Filtering
Enhance Product Discovery experience with advanced Filtering
Given that PLPs drive the majority of site traffic, we redesigned the filter experience and surfaced it as a floating widget to support faster, more confident product exploration.
Given that PLPs drive the majority of site traffic, we redesigned the filter experience and surfaced it as a floating widget to support faster, more confident product exploration.
UX Solution / Macro Level
UX Solution / Macro Level
Elevate Comparison as a Core Discovery Tool
Elevate Comparison as a Core Discovery Tool
To strengthen decision-making in an e-commerce context, we surfaced product comparison at the same level as filtering, making it easily accessible through a persistent floating widget across all PLPs.
To strengthen decision-making in an e-commerce context, we surfaced product comparison at the same level as filtering, making it easily accessible through a persistent floating widget across all PLPs.
UX Solution / Macro Level
UX Solution / Macro Level
Streamline Checkout to reduce Friction
Streamline Checkout to reduce Friction
We simplified the checkout process by consolidating unnecessary confirmation steps and promoting express checkout options to help users complete purchases more efficiently.
We simplified the checkout process by consolidating unnecessary confirmation steps and promoting express checkout options to help users complete purchases more efficiently.
Final Design
Final Design
Building a sustainable web experience through modular design systems
Building a sustainable web experience through modular design systems
The final design was built on a modular component-based system to ensure long-term scalability. I designed the Information Architecture (IA) by mapping atomic components to specific page objectives, creating a consistent yet flexible structure.
The final design was built on a modular component-based system to ensure long-term scalability. I designed the Information Architecture (IA) by mapping atomic components to specific page objectives, creating a consistent yet flexible structure.
Home Landing Page
Product List Page / Promaster
Product List Page / ATTESA
Product Detail Page / ATTESA
About Citizen
Technology Page