The current GS Diamonds site was 3 years old and built on the principles of standard e-commerce. The site was not performing well with high bounce rates, limited orders and very little customers engagement.
My task was to redesign a fully responsive site that took into consideration the unique challenges that buying diamonds and setting together bring.
Through research we were abe tounderstand the role of the website in purchase journeys, the complications users face in a very technical subject matter and give confidence to buy major purchases online through an e-commerce shop.
Through focus groups and with in market diamond buyers, and using the current analytics, we were abe to give GS Diamonds a clear strategy to underpin their success.
Using design thinking ideation and testing we were abe to simplify the complex processes of diamond purchasing to a simple and easy to use interface.
During the research phase we identified a key opportunity to own the market space in mpowering users to buy dimonds through simplified non-technical buying guides. This was quite unique in the market as most companies tried to explain the technical side rather than empower users.
Through design sprint iteration we were able to create a modern looking responsive design that enabled users to understand their purchase options and buy online.
Given the ambitious pans of GS Diamonds, we devised a modern SOA architecture which enables them to be nimble and cost effective in future project.
The following insights were taken from the research and used as a basis for the design.
Using common e-commerce concepts for listing pages was important part of the solution. However, a unfied product page was created that enable people to find related settings or diamonds for their choices guiding them to the next step.
The education section of the site was specifically designed with content that enabled users to ask the right questions when talking about diamonds and how their selections will affect what they can afford.
Since going live the bounces rate of the site has dropped to 20% and orders taken have increased significantly.