How Signet Jewelers leverages customer insights across omni-channel experiences

Insights Unlocked

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Show Notes

In this episode of Insights Unlocked, host Cornelia Klimek sits down with Shannon Graf, Director of Design Research at Signet Jewelers, to explore her journey in UX research and how her work shapes the digital and in-store experiences for some of the world’s top jewelry brands, including Kay, Zales, and Jared.

Shannon offers a behind-the-scenes look at how Signet integrates consumer insights to lead with data-driven decisions that enhance customer satisfaction and drive business outcomes. The conversation covers a range of themes from digital transformation, personalized customer journeys, and the impact of in-store UX research to fostering a strong employee experience within a large organization. Whether you're in UX, product management, or simply interested in digital experiences, this episode is full of actionable insights.

Key Themes:

1. The Journey of Saying “Yes” Shannon talks about how saying “yes” to unexpected opportunities, like writing her first nonfiction book during the pandemic, helped her unlock new personal and professional achievements. She shares how this mindset extends into her UX research career and offers advice on how listeners can apply this philosophy in their own lives and work.
2. Consumer Insights Driving Digital Transformation At Signet Jewelers, Shannon and her team leverage deep consumer insights to shape digital experiences for customers. This includes both e-commerce platforms and in-store technologies used by their jewelry consultants. Shannon emphasizes that leading with research and data helps businesses avoid costly mistakes, streamline decision-making, and deliver what customers really need.
3. Personalization and Confidence in Digital Experiences Personalization plays a significant role in Signet’s success, especially in the competitive jewelry market where customers want tailored experiences. Shannon explains how their research reveals consumer preferences for personalized shopping journeys and how confidence in a brand can make or break a digital experience.
4. The Importance of Employee Experience Beyond customer insights, Shannon’s team also focuses on employee experience research, working closely with internal teams to gather feedback that informs better organizational practices. This effort aligns with Signet’s broader vision of creating a positive and empowered workplace culture.
5. Leadership and Aligning UX with Business Objectives Throughout the episode, Shannon shares strategies for connecting UX research outcomes to broader business objectives, helping researchers and designers align their work with what truly matters to the company’s bottom line. She provides tips on problem framing, prioritization, and the importance of cultivating strong internal relationships.

Episode links:

• Nothing but Pavement: Shedding the Should When the Path before You is Not Always the Path You Choose by Shannon Graf
• Signet Jewelers – Brands include Kay, Zales, Jared, and Banter.
• Instagram: @ShannonGrafCreative