Product UI UX Design consulting for a
Revamping a Legacy Website for Diamond Exporter
I recently had the opportunity to work with an elite diamond exporter who was seeking UX design services to improve their online platform. The company, based in Belgium, has been in the diamond industry for over 50 years and is known for producing some of the world's most exquisite diamonds.
The client's website was outdated and difficult to navigate, which was causing frustration among their customers. The website also lacked clear calls to action and did not effectively showcase the company's diamond inventory. The client was losing business as a result, and they knew they needed to improve the user experience of their website to remain competitive in the market.
To understand the problem and its context, I conducted extensive research that included user interviews, surveys, and competitive analysis. Through these research methods, I was able to gather valuable insights into the user's needs and preferences, as well as the strengths and weaknesses of the client's competitors.
Based on my research, I created three personas that represent the target users for the project:
Persona 1: The Busy Entrepreneur
The Busy Entrepreneur is a male between the ages of 35 and 45 who owns a luxury jewelry brand in New York City. His main goal is to find high-quality diamonds for his business while getting the best value for his money. However, he faces a pain point in the limited time he has to browse through a large inventory. Additionally, he needs a website that is easy to navigate and has difficulty in finding trusted suppliers in the diamond industry to build lasting relationships with.
Persona 2: The Diamond Enthusiast
The Diamond Enthusiast is a female between the ages of 25 and 35 who has a high income and is based in Los Angeles. Her main goal is to find unique diamond products for her personal collection while learning more about diamond features and specifications. However, she faces a pain point in her limited knowledge of the diamond industry and navigating through industry jargon. Additionally, she is concerned about ethical sourcing and sustainability while staying up-to-date with the latest diamond trends.
Persona 3: The Traditionalist
The Traditionalist is a male between the ages of 50 and 60 with a moderate income based in London. His main goal is to find classic diamond pieces for special occasions while making an informed purchase decision. However, he faces a pain point in his limited comfort with online shopping and difficulty in understanding the diamond grading system. Additionally, he desires a personalized shopping experience and is concerned about the authenticity of online diamond purchases.
Based on the personas, I created ten user stories that describe how the target users would interact with the client's online platform:
As a Diamond Enthusiast, I want to easily compare diamond prices and quality so that I can make an informed decision.
As a Diamond Wholesaler, I want to be able to quickly search for diamonds by specific criteria, such as size and color.
As a Diamond Investor, I want to see clear information about diamond certifications and market trends so that I can make informed investment decisions.
As a Diamond Enthusiast, I want to be able to view 360-degree images of diamonds so that I can see them from all angles.
As a Diamond Wholesaler, I want to be able to request quotes for bulk purchases directly through the website.
As a Diamond Investor, I want to be able to compare diamond prices over time to track market trends.
As a Diamond Enthusiast, I want to be able to easily browse diamonds by cut, color, clarity, and carat weight.
As a Diamond Wholesaler, I want to be able to see detailed information about each diamond's origin and quality.
As a Diamond Investor, I want to see clear information about each diamond's value and potential for appreciation over time.
As a Diamond Enthusiast, I want to be able to save my favorite diamonds to a wishlist so that I can easily find them later.
To address the problem, I started by creating sketches of the website's layout and flow. I then turned these sketches into wireframes that illustrated the key elements of the website, including its homepage, product pages, and checkout process.
Next, I developed a prototype of the website using Figma, a collaborative design tool. The prototype allowed me to test and refine the design with the client and potential users.
One of the challenges in the design process was creating a visual design that reflected the client's brand while also meeting the needs of the target users. To address this, I developed several design iterations that explored different color schemes, typography, and layout options. Ultimately, we settled on a design that was modern and clean, with a focus on the diamond products and their unique features.
To test and validate the designs with users, I conducted a series of usability tests using a remote testing tool. These tests allowed me to gather feedback on the website's layout, content, and overall user experience.
After the website's launch, the client reported a significant increase in user engagement and conversions. Analytics data showed that users were spending more time on the website and were more likely to make a purchase.
The website's improved user experience also resulted in positive feedback from users. Users appreciated the new design's simplicity and ease of use, making it easier for them to find and purchase the diamonds they were looking for.
Overall, the project was a success, and I learned valuable lessons about the importance of user research and testing in the design process. In the future, I would continue to prioritize user needs and feedback to create designs that truly meet their needs.