Turning 40 Years of Legacy Into a Learning Experience
An immersive, multi-module onboarding experience that brought David Yurman's brand story to life — for employees and in-store customers alike.
CLIENT: David Yurman | AGENCY: Mindspace | ROLE: Sr. Art Director, UX/UI
David Yurman needed to onboard new hires into a brand with over 40 years of history, craftsmanship, and cultural significance — and do it in a way that actually stuck. The existing approach didn't reflect the quality or emotional weight of the brand. At the same time, they wanted an in-store experience that gave customers a deeper connection to the artistry behind the product.
The bar: it had to feel as premium as the jewelry itself — and function as a true learning tool, not just a brand film.
The Challenge
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The Approach
I led UX and visual design across two e-learning modules — a Heritage Timeline and a Cable Bracelet deep-dive — shaping the creative direction from research through delivery.
The concept started with the brand's most iconic element: the cable bracelet. Its winding, interlocking structure became the navigational metaphor for the entire experience. But the real unlock was the narrative architecture — two separate cable timelines, one for David and one for Sybil Yurman, running independently until the moment their stories converge in real life. The interface literally mirrors their love story, giving learners both brand history and emotional context in a single interaction.
User research and archival documentation shaped the content strategy. Every moment — video, audio, archival photography, product imagery — was sequenced to build comprehension toward end-of-module knowledge checks, backed by a deliberate gamification and evaluation framework.
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The Execution
The project spanned the full cycle: competitive analysis, learning needs assessment, UX strategy, instructional design, storyboarding, motion graphics, wireframing, prototyping, and front-end development through QA and deployment.
Delivered two comprehensive modules totaling 100+ individual learning screens and 300+ design assets — layering multimedia content into a sequential flow designed to maximize engagement and retention.
The Results
The platform gave David Yurman a scalable onboarding tool that set the tone for new hires from day one — and doubled as an in-store brand experience for customers. Two complete learning modules delivered with a content system built to extend as the brand evolves.