The primary goal for the OX user experience was to create a highly engaging and visually rich environment that would captivate customers from the moment they arrived on the site. This approach was essential to reflect the brand's distinctive New York setting and ensure that the digital experience matched the sophisticated craftsmanship of their jewellery collections.

Focusing extensively on micro touchpoints and seamless interactions throughout the customer journey was a crucial element in developing the website. Through the strategic implementation of animations and subtle scroll interactions, continuous user engagement is created, which provides an immersive experience that guides customers naturally through the collections. These carefully crafted details work together to transform browsing into an engaging exploration of the OX brand universe.