Founded in Germany in 1984 by Thomas Sabo, THOMAS SABO has grown from a small silver jewellery label into one of the leading premium-sector jewellery and watch suppliers globally, distributing across 70 countries.
The brand is known for expressive, trend-oriented designs across its sterling silver, charm and watch collections, built on a signature mix of glamour, nostalgia and craftsmanship from its German headquarters.
Thomas Sabo Australia had a clear read on their own site: the fundamentals were strong, but specific sections were holding the experience back. They wanted a UX partner who could pinpoint exactly where customers were losing momentum on the journeys that mattered most to revenue – and then take those findings through to designed, buildable improvements.
The brief wasn't a redesign. It was sharper decision-making: find the friction on the highest-value paths, resolve it, and move fast enough that the gains landed in-season.
The constraint was the interesting part. Rather than an open-ended audit, Thomas Sabo wanted maximum return from a deliberately narrow footprint: navigation, cart, and collection and product pages only – every recommendation had to earn its place.
The work also had to sit comfortably within the existing stack. Searchspring already powered search and merchandising, so proposals needed to complement it rather than duplicate or disrupt it. With a cost and time envelope to protect as well, the real challenge became prioritisation: identifying the changes that would genuinely move the needle, and having the discipline to leave the rest alone.
We treated this as a conversion-path problem, not a page-by-page one. Our Creative & UX/UI and Commerce Strategy teams mapped the journey from landing to checkout, isolated the friction points doing the most damage, and weighed each one on effort against impact before anything reached design.
Those decisions were then translated into detailed Figma wireframes, so the Thomas Sabo team could see precisely what was changing and why – closing the interpretation gap that usually opens up between an audit document and a development ticket. The wireframes doubled as the specification, which kept build effort lean and the timeline tight.
Four workstreams, delivered as wireframed, build-ready design.
1. UX audit and strategic recommendations
A structured review of product pages, collection pages, navigation and cart, surfacing the friction in the user journey and the specific changes needed to lift conversion and customer satisfaction.
2. Product and collection page enhancements
Sharper visual hierarchy, clearer product descriptions and stronger calls to action – so customers could find the pieces they wanted and reach a decision faster.
3. Navigation and mega menu restructure
Refined categories and a rebuilt mega menu across mobile and desktop, opening up the full catalogue and giving users a reason to keep exploring rather than drop off.
4. Cart and checkout flow improvements
Abandonment points addressed by removing unnecessary steps, making shipping information explicit, and placing trust signals at the moments customers hesitate.
The result was a prioritised, fully designed roadmap Thomas Sabo could implement in stages – high-impact changes first, without committing to a full site rebuild. Page speed improved 88% across the audited templates.
