The Half Helix team brought Timex’s existing experience to the next level with modern design that feels digitally native. Scroll patterns and interaction animation design across the entirety of the site were added to achieve a luxurious browsing experience, while putting Timex’s striking brand content front and center. The collections menu now features a more visual and intuitive way to navigate watches and collections, while improving product discoverability. Lifestyle images were integrated into the PDP to bring distinct character to each timepiece. For their watches that come with the INDIGLO® night light, the team created a custom feature that allows customers to toggle between the night and day display of watches directly from the PDP. Other features to refine the shopping experience include a responsive size guide that shows the watch face on a wrist, and a more intuitive quick-buy option. Overall, these updates have given the Timex user experience a premium finish.