Blue Nile Colored Diamonds

BLUE NILE


PROJECT GOAL

Update the visual design of the Colored Diamonds catalog and product detail pages.

CHALLENGES

1.  Small project scope & budget.2.  Target audience definition.

HEURISTIC EVALUATION

There were concerns regarding outdated imagery and copy on both the catalog page and product detail page. However, the greater issue was the lack of actual diamond images on the catalog page. All of the diamonds were represented by a wireframe shape witch neither represented the actual diamond's color, nor it's intensity - both of which are of critical importance for users shopping for colored diamonds.

Design Element Usability Issue Best Practice Solution
Content & imagery Not visually pleasing,Inaccurate representation Aesthetic & minimalist design Updated photography & copy
Product images Does not show the actual product Match between system & real world Updated photography & copy
Diamond Details Poor visual representation User control & freedom,Recognition over recall Improved data visualization

RESEARCH

  • User personas
  • Competitive Analysis
  • UX/UI best practices
  • Colored Diamond Education
  • Journey Mapping
  • Color Psychology

CONCEPT & PROCESS

The guiding concept, based on research, was to incorporate actual diamond images, color, and education into the page content and the product images on both the catalog and the product detail pages. Because the page layouts could not be altered, the process focused on creating imagery and adding new copy. Feedback and iteration continued until the team and stakeholders approved of the final design.

SOLUTION

The final solution utilized:

  • 1.  Colored diamond photography
  • 2.  New shorter, more concise copy
  • 3.  A new diamond "color wheel"
  • 4.  Color intensity visualization
  • 5.  Product image placeholders
  • 6.  Recommended future improvements

Click to view live web-page

Colored Diamonds mobile screencaps

SUCCESS

The new colored diamond visual design, including placeholder product images, resulted in a 60% increase in conversion rates. The addition of actual diamond images (which occured later, as part of a separate project) resulted in an even higher increase in colored diamond sales.

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