DINNY HALL

E-COMMERCE OPTIMISATION

LUXURY JEWELLERY BRAND

COMPANY

Dinny Hall is a renowned luxury jewelry company with a strong online presence. They are seeking a comprehensive redesign of their e-commerce platform to enhance user experience and drive increased sales.

👥 TEAM

Dinny Hall has assembled a small, cross-functional team consisting of marketing and design experts who will collaborate closely with an external engineering team to execute the redesign.

🎯 OBJECTIVE

The primary objective is to overhaul Dinny Hall's e-commerce website, giving it a fresh and appealing look. This redesign aims to improve various aspects, including product pages, product descriptions, the booking process, and post-purchase engagement.

PLAN OF ACTION

  1. Run a qualitative user research, and map the experience.

  2. Break down the projects, and prioritise.

  3. Start designing the different phases of the full project

  4. Results.

🔎 USER RESEARCH

To make informed decisions, we conducted extensive user research, focusing on their loyal customers with over a decade of history on their website. This research involved interviews with 20 current users. Key objectives and questions included:

  • Understanding user needs and preferences.

  • Identifying what aspects of the website kept users engaged.

  • Uncovering pain points in the current user experience.

  • Gaining insights into what motivates users to stay and make purchases.

  • Assessing user perceptions of product descriptions and booking processes.

USER EXPERIENCE MAPPING

We mapped out the user experience using the results from the user research, to understand the different paint points on the different points of the flow.

FAMILIAR DESIGN

A visually appealing and user-friendly design was created, staying true to Dinny Hall's luxury brand identity.

Responsive design ensured a consistent experience across all devices.

Familiar e-commerce design patterns were employed for intuitive navigation.

PRODUCT PAGE IMPROVEMENTS

Product pages were enhanced with high-quality images and videos to showcase jewelry.

Comprehensive product descriptions included materials, sizes, and care instructions.

Customer reviews and ratings were added to build trust.

Intuitive categorization and filters facilitated easy exploration.

SEAMELESS BOOKING FLOW

The booking process was streamlined to minimize user effort.

Fewer steps and simplified form fields were introduced.

A secure and user-friendly payment gateway was integrated.

RESULTS

Increased user engagement: The revamped website saw a noticeable increase in user engagement, with visitors spending more time exploring products and pages.

Streamlined booking process: The simplified booking flow led to a significant reduction in cart abandonment rates and an increase in successful bookings.

Enhanced product pages: Detailed product descriptions and customer reviews improved user confidence, resulting in higher conversion rates.

Loyal customer base: The post-purchase engagement strategy fostered stronger customer relationships and repeat business.