Distinctive Gem required a complete redesign to reflect the elegant nature of it's products, improve the online shopping experience and align itself with a strong list of competitors.
Jonathan "Rhino" Weingarten, a revered name within the Diamond community for his impeccable custom cuts is faced with a challenge. While custom cut diamond sales remain robust, jewelry and engagement ring sales have plummeted. Through rigorous research, we identified the root causes and formulated effective solutions.
Lead designer
Distinctive Gem has a dated look that makes it seem unprofessional and untrustworthy, the searching and shopping experience is confusing and unpredictable causing users frustration to the point of not wanting to purchase such expensive items that are unique and represent a specific time in their lives.
Distinctive Gem will be redesigned to offer the user an efficient way to purchase rings and diamonds with confidence. The redesign will offer educational content and efficient searching and purchasing methods that appear with clean and attractive aesthetics.
A comprehensive heuristic report unveiled significant challenges in Learnability, Aesthetics, and Consistency and adherence to industry standards.
Click here to view full LEMErS Chart
View full Heuristc Report5 users were given the task of searching for an engagement ring.
5 females, all of which are expecting to get engaged in the upcoming year were interviewed
View full User Persona in Adobe XD
Through the simplification of the site's architecture, users will gain a clearer understanding of their current location within the website and have improved visibility of their navigation path.
Before
After
HTML.to.design is a Figma plugin that allows the user to view the HTML and CSS for a webpage by simply pasting the link. This gave me a great way to analyze the competitors and learn about essential features, patterns and layouts.
One important element that was missing from the original site was any mention of a safe and secure delivery system. This was a very important topic that was bought up multiple times in the user interviews, we agreed that the redesign should have a a highly visible section on the homepage and reinforcing it throughout the purchasing process.
To capture the product's emotional essence, I sourced HD photography and employed AI for user-specific landing pages. Concurrently, my market analysis unveiled compelling, distinct photo compilations targeting diverse demographics. This approach underscores the need for a dedicated photography studio, ensuring a consistent and resonant Distinctive Gem image.
Distinctive Gem seeks an elegant, yet minimalist aesthetic that resonates with the user's romantic sensibilities. Refined typography, subtle color tones, and ample white space are crucial elements in conveying the luxurious essence of the products.
For the prototype, I chose to blend Playfair and Josefin Sans fonts, giving it a classy and dependable look. While stakeholders discuss the budget and redesign's direction, I'm also exploring cleaner and more unique font combinations that can add a personal touch to the final version.
Distinctive Gem employs a palette of gentle hues, mirroring the values of opulence and purity, while also maintaining continuity with the original color scheme.
Distinctive Gem necessitates clear navigation that enables users to make informed decisions, ensuring they always know their whereabouts and actions.
The stakeholders are impressed with the prototype and they really appreciated all the research that backs up the design decisions. They are ready to invest heavily in the redesign and are ready to explore further, they are interested in seeing a mobile version.
