Case Studies

Enabling a Seamless Online Jewelry Buying Experience


Re-designing an online specialty retailer’s own ‘engagement’ story

The client is an online specialty retailer of fine jewelry. The e-tailer helps customers from across 43 countries choose from thousands of diamonds by carat weight, cut, clarity, color and other characteristics.
Responding to Millennial digital shopping habits with a responsive website
Architecting a device-agnostic website experience

When the client organization was founded in 1999, there was genuine skepticism around its business proposition. It might have been reasonable to assume that people would shop online for a book or a DVD – but did the company really expect people to buy diamonds online? The client organization went on to prove their worst critics wrong, and it is now the world’s leading online diamond jeweler.

Over the last few years, executives at the organization noticed a change in the way their target audience – Millennial men in the age group of 25 to 35 – were shopping online. An increasing number of visitors were using mobiles and tablets to browse the website. However, their overall digital experience was compromised because the site had been originally designed for laptop and desktop visitors. The client decided they needed to revamp the design and introduce a responsive website, which would enable a consistent and device-agnostic experience.

The client selected Litehouse to lead this responsive design project. After engaging in discussions with website users and the client’s team to understand customer needs, the Litehouse team:

  • Identified iPad portrait, iPad landscape and iPhone portrait as target breakpoints
  • Redesigned the website’s information architecture to prioritize the information hierarchy
  • Implemented an interaction design that incorporated touch, swipe and gesture based inputs
  • Developed fresh visual designs using the brand colors, elements and patterns customized for mobile interfaces
  • Modified the shopping task flows to make them less complex and more in tune with user behavior

Throughout the project, the Litehouse team maintained an agile and iterative process workflow that depended on frequent feedback from the client.

Enabling a Seamless Online Jewelry Buying Experience
Online jewelry purchase made seamless and hassle-free

Litehouse focused on giving website visitors an optimal reading and intuitive task flow-based shopping experience across desktops, laptops, tablets and phones. The original, more traditional website was completely transformed, and now sported a sleeker layout. Litehouse delivered the new wireframes, visual designs and redlines to the client team so that they could implement this new responsive website design. After implementation, the client was able to:

Increase overall customer engagement: As the screens were now redesigned for smaller form-factors, the client’s customers now have access to a seamless and consistent experience across all devices. This has contributed to an increase in overall customer satisfaction, as their shopping experience is no longer sub-optimal when they access the website from their mobile or tablet devices. This is especially critical, given the rising preference for shopping on the go.

Introduce a consistent branding experience: Since there is only a single website to maintain, there’s only one location where changes to content and other elements have to be made. Campaigns, offers and pricing can all remain constant no matter what device is being used to access the website. This single URL also has an impact on the SEO value of the website, as all links point to only one website.