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UX Insights

Updating a Diamond Retailer's Website Strategy

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Supporting an expanded product portfolio.

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The Challenge

Our client, a manufacturer and designer of a family of engagement/wedding rings and diamond jewelry sold at Kay Jewelers and Jared was expecting to launch a new product in collaboration with their creative agency. The existing website didn’t provide an intuitive way to understand the differences between diamonds and their associated products. Additionally, while the website provided education and resources, there was no central place on the website to categorize and house this ever-expanding list of resources based on topic. Finally, the diamond tracing and authentication tool did not allow users to search across all lines of diamonds.

The Solution

Interactux first performed a competitive analysis and web analytics review to understand the competitive landscape and the current customer behavior on the website. From there, we devised a new navigational structure that elevated the most important content based on business priorities and consumer needs.

This included adding a usable diamond comparison page, as well as updates to the navigation labels and organization and home page components to support a multi-product portfolio.

A new Education section was devised to house the growing list of articles and resources, each categorized with new categories to increase findability and enhance search optimization.

Finally, the diamond tracing tool was revamped to allow users to easily choose their diamond and trace its authenticity using an ID number.

Deliverables included interactive wireframes and high-fidelity design templates.

The Results

Interactux collaborated with a web developer to implement the recommended improvements on website in time for the holiday-buying season in 2021.

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