The Diamoon
Local Business Responsive E-commerce — Case Study
Buying an engagement ring is a big decision and not just because of the cost. Whether you’re looking for value, a huge selection, or sheer luxury, emotions, and expectations play a big part in finding the perfect engagement ring.
This week brief came as a complementing of week 2. My team and I designed an e-commerce for a small local jewelry business going all the way to a mid-fidelity prototype. Now, it was time to take it to the next level finishing the challenge with a fully designed website and mobile high-fidelity prototypes.
Challenge
The Project
Challenge
- Design a responsive e-commerce based on our previous UX Research and testing
Teamwork: Me, myself and I again
Duration: 4 days + presentation
My role:
- Desktop research
- Conduct tests with users
- High-fidelity responsive prototype design
The protagonist 🕺🏼
Meet Adam!
The user here is a young man that is madly in love and wants to take his relationship to the next level. The thing is: How can he get help to make the right ? Let’s help him to solve this.
My process ✏️
Research time!
Since we have already done some research on week 2, my first step was to review all the information and insights we’ve gathered. Even though this week’s project was more focused on the UI part of the design process, I went for some extra desktop research, since I could attest before that there’s no such a thing as too much research.
This time, I focused specifically on the engagement ring market and its user types. From here, I’ve got these new insights bellow.
About the users 👭:
- According to the diamond miner’s study, the millennial and Gen Z generations made up two-thirds of the demand for diamond rings
- Both generations value love, are digital natives, value engagement with social issues, and desire “authenticity and self-expression”
- Millennials and Gen Z both display strong concern for social causes and responsibly sourced products
About the market 📊:
- A fear that digital tools don’t give the same level of exclusivity as a one-to-one interaction has been a barrier for some luxury brands adopting digital and immersive technologies
To complement the data we’ve collected, I’ve also done a second Benchmarking with two trendy international brands (James Allen and Blue Nille) and with two local brands (Leitão&Irmão and Monseo).
Positioning them on a Market Positioning Chart
I was able to find the perfect spot for The Diamoon.
There are two brands more on the Young&Innovative side and two on the Mature&Classic one. None of the analyzed brands has Responsibly Sourced Products, so here’s where we are going to aim to differentiate.
Define: Branding 🏳️🌈
After creating a Moodboard, I’ve made some decisions about colors, style, and fonts and created the Style Tile for the brand.
I went for a more simple color scheme, to give the polished and refined element, and decided to five the playfulness using images and videos, and a fun writing tone.
Ideating for Website
To guide me better on my ideation step, I’ve defined my User Story:
- As a fiancé, I want help from an expert so I can buy the perfect engagement ring
After defining the personality and visual identity for the brand and my User Story, I went for the lo-fidelity prototype.
Here are the main changes I’ve done after tests and feedback from users:
After a lot of testing and iterating, I’ve finally felt ready to go for a high-fidelity prototype. I’ve made some extra few changes after testing it, and here’s the final result:
Key Learnings and Surprises
For my conclusion, I’m gonna highlight the amazing experience of doing Branding from scratch 💕. The whole process was very enriching in many, many ways. I loved researching for mood boards and creating a Style Tyle as well.
My main learning from this week was that: responsiveness. To create a responsive design takes a lot of knowledge about design principles.
