At a glance
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27
templates, from a watch and gift finder to Arabic headers and footers
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5
personas, from Goran the gifter to Khan the collector
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0.06%
of the site's traffic came from email
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1,600
pages had duplicate title tags
The brief
Four goals: grow awareness of the brand, offer engaging content that drives conversion, make Rado aspirational and appealing again, and attract 18 to 35-year-olds. All alongside a move to Magento 2.
The challenge
The audit was blunt. The brand voice was weak, the watch finder was overwhelming and product pages needed work. Email brought just 3,000 visits in a year, about 0.06% of the site's traffic, and 1,600 pages had duplicate title tags.
My role
My experience department at Born ran this work. I set the strategy and led the research and workshops with the team.
I articulated it through a content audit, personas and journeys, a new sitemap, a 27-template inventory and wireframes reviewed batch by batch.
What we did
- Audited content, search and analytics across the existing site.
- Built five personas, from Goran the gifter to Khan the collector, and mapped their journeys from awareness to loyalty.
- Restructured the site around Men, Women, Ceramic Watches and Feel Rado, where the brand tells its story.
- Designed 27 templates, including a watch and gift finder, “drop a hint”, a compare grid and Arabic headers and footers.
- Proposed a new review process mid-project: one InVision project per batch, versioned pages and sorted feedback.
Currently most of our traffic comes from mobile devices.
Audit
We started by auditing content, search and analytics. The watch finder overwhelmed people, product pages needed work and the brand voice was weak.
The numbers backed it up. Email drew about 3,000 visits in a whole year. Around 2,000 pages had long title tags, 1,600 had duplicates and 745 were near-duplicates.
Personas
Five personas covered why people buy a Rado: Goran the gifter (38), Khan the collector (25), Rohit the practical buyer (30), Priya the loyalist (32) and Hamsa, who buys for style (25). We mapped each journey from awareness to loyalty.
Structure
The new sitemap kept the top level simple: Men, Women, Ceramic Watches and Feel Rado. Feel Rado gave the brand room to tell its story, through Explore Rado, design, heritage and ambassadors.
Templates
27 templates covered the site, including a watch and gift finder, a “drop a hint” gifting feature, a compare grid, and Arabic headers and footers. Product copy across 17 collections came to around 170 texts.
Process
Midway through, we changed how we reviewed work together. Each batch got its own InVision project, republished by version. Feedback was sorted into flow, detail and interaction: flows went to Miro, the rest stayed in InVision, and each page was signed off on its own.
The result
Born migrated the site to Magento 2. Rado got a mobile-first structure built around its collections, room to tell the brand story, gifting tools for real buying moments, and a review process that kept every batch moving.
