JEWELLERY

5 min readOct 21, 2018

Case study for a jewellery website

About

Jewellery brand is one of the biggest and oldest online retail store for gems and diamond related products.

Their main aim was always to design something powerful with an authentic message which will light a spark in the client’s eyes which will in turn motivate the client for a purchase.

A lot of planning was done to design something which is meaningful but aggressive in nature.

The Brief

This organisation has been in the market for more than 12 years & now they want to step into a very different genre for jewellery.

There aim was to create jewellery that connects with people and give them their required customisation.

Target group was majorly 28–50 years people
Showcases the vision and story of the designers
An ambience denoting mystery, “ LIGHT AND DARK “
Engages with the users
Customisation of jewellery option

The Challenge

The whole point was to increase their business volume taking into consideration the market needs. For that it was very important to connect and get to know the brand better.

We spend almost a week with their designers to understand their thought process and the story behind each jewellery they create.

Every jewellery they create are designed based on the novels of mythological India.

Competitors

his brand competes with the biggest brands in Singapore . They wanted a very unique website; totally different from their competitors

For this we buckled and spend a lot of time in competitive research based on a few parameters and the top 3 results were;

SK jewellery

Easy navigation
Bright colors throughout the page
Upfront menu
Broad showcase for products and offers
No customisation available for products
No frequent suggestions

2. Lazada

Easy category selection
Simple layout
Upfront product listing
No showcase for new release
No customisation available for products
Too much information at a glance

3. Bysell

Great showcase for new offers
Simple interface
Upfront product listing
Upfront categorie showcase
No customisation available for products
Tough checkout process

User Research

We went decided to interview most of their frequent buyers to know their thought process.

Rahul Kumar — 35

IT Engineer

Rahul has a normal 9 to 5 job, His daily morning starts with a cup of coffee and cigarette. He is getting married in December 2016.

His bride is from France: she likes penguins. Rahul wants a customised pendent and a chain which he can gift to his would be wife

Actually about customisation portals; have tried a few and will never try them again.

Vishal Sharma — 47

Transport business

Vishal stays in a joint family, and has two daughters. Every other month there is an occasion in his family for which he buys a hell lot of Ornaments which he gifts to his family folks.

OMG. SMOOTH. AWESOME. LOVE THIS SO MUCH. BUTTERY. WOW.

Probable solution

We though of creating an simplified customisation portal where a user can drag drop and create a product of his/ her own choice.

User Flow

With user research we derived a certain no of flows by which a user might use the product.

Site map

Based on the results, we created a rough site map to pin point all the interactions, entry points and functionalities.

Colors

as the brand cooler was red and dark. We chose a dark mysterious blue as our base color of the website and upon that red as highlights. As Blue and Red were both North and south pole of a magnet; this way we tried catering the diversity factor of the brand.

Fonts

The selection of font was the only easy thing we did. As the brand is more of sports we went for “ BOLD and STUBERN “ fonts.

Screens

Now that we know what exactly needs to be created we spent a full week with the product photographers and models to get some mysterious kind of pictures which are both dark and devine.