The Challenge
The original site had become visually dated and lacked a clear structure for product discovery. Our goal was to create a more guided customer journey that would make it easier for users to browse collections, discover products, and move smoothly through to checkout.
Our Approach
A key part of the redesign was rebuilding the homepage around a clear content hierarchy. Instead of a generic layout, we introduced structured sections that actively support how customers shop, including areas for categories, trending products, Hot Diamonds collections, watch and jewellery sales, gift ideas, and special occasions. This approach turned the homepage into a more purposeful entry point rather than just a static landing page.
Alongside the visual and structural improvements, we focused heavily on enhancing the commercial performance of the store. We implemented abandoned cart functionality to help recover lost sales, flexible shipping rules that calculate costs based on weight or basket value, and introduced gift cards to support gifting behaviour and increase order value. A points and rewards system was also added to encourage repeat purchases and long-term customer loyalty.
We also improved the wishlist experience, refining the user flow so customers can save products more easily and return to them later without friction. Small UX improvements like this contributed to a smoother, more considered shopping journey overall.
