Making it personal for Bamford London

Bamford London

Making it personal for Bamford London

  • Luxury watches
Services we provided
  • Research & Discovery
  • Usability Testing
  • UX/UI design
  • Web development

The challenge

Bamford London is the sister company to the Bamford Watch Department, founded by George Bamford. Renowned by watch enthusiasts across the world, they specialise in allowing their customers to modify high-end, luxury timepieces with their own unique design elements and colorways. Atomic was tasked with creating a new online watch customiser tool for their flagship, GMT range of watches. The tool was to give website visitors the freedom to quickly and easily customise their watch to their exact requirements

The solution

As a high-end watch producer, it was essential that the new customiser tool could give users an excellent user experience, ensuring their needs were met every step of the way. Atomic's UX design team started by immersing themselves in the GMT product range, understanding what customers value most when customising their precious timepiece. We then produced a number of rapid prototypes to begin testing user flows and proposed functionality. A key learning was to allow users to experiment with different customisations, giving them the ability to quickly and easily select, swap and alternative design options. This gave them complete control over the design process and made for a unique and personalised shopping experience.

The outcome

Having validated the designs with key users, Atomic then progressed with building and integrating the new tool within the Bamford London online store. The outcome was a slick and intuitive interface, that responded seamlessly across desktop, tablet and mobile.

Mobile first

With research telling us mobile accounted for a large proportion of site visitors, we took a Mobile First approach to our design thinking.

A personal touch

The customiser tool allows users to control almost every aspect of the watches design, giving users freedom to quickly and easily experiment with design combinations that match their own personal preference.


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