All Projects

Orsen

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Orsen

YEAR

SERVICES

Branding

INDUSTRY

Watchmaking

Overview

Orsen is an independent watchmaker producing small-run mechanical timepieces with a focus on proportion, material, and precision. The identity brings a contemporary editorial character to traditional craftsmanship.

Orsen is an independent watchmaker producing small-run mechanical timepieces with a focus on proportion, material, and precision. The identity brings a contemporary editorial character to traditional craftsmanship.

The problem

The brand needed to communicate technical quality without feeling overly corporate or heritage-driven. Every touchpoint also had to support detailed product information while keeping the watches visually dominant.

The brand needed to communicate technical quality without feeling overly corporate or heritage-driven. Every touchpoint also had to support detailed product information while keeping the watches visually dominant.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

A restrained palette of warm ivory, graphite, brushed steel, and muted burgundy frames the collection. Macro photography, precise typography, and structured layouts highlight movement details, finishes, and materials without making the identity feel overly technical.

A restrained palette of warm ivory, graphite, brushed steel, and muted burgundy frames the collection. Macro photography, precise typography, and structured layouts highlight movement details, finishes, and materials without making the identity feel overly technical.

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