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The project aimed to design and implement an e-commerce platform for Shruti Sushma, a prestigious luxury jewellery brand, with the primary objectives of enhancing online visibility, expanding customer outreach, and facilitating online sales to align with contemporary market demands and consumer preferences.
Fortunately, I was part of the entire product development, from planning to the launch. The project was completed in 3 months.
It is a renowned Family Owned High End jewellery Brand.
All Business conducted out of 2 Physical Stores.
It has a loyal Customer Base, built through the years.
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This is a business of trust and personal service. Majority of purchases used to happen in store where the brand curated a one-on-one service for viewing and trying their products. This service was studied to find:
I collaborated closely with the Chief Design Officer to orchestrate the content and conceptualize the information architecture for the website. By engaging in regular stand-up meetings with the business team, I integrated their diverse categories seamlessly into the structure. Furthermore, I implemented a feature allowing customers to purchase items based on occasion, a decision informed by research highlighting the prevalence of occasion-based buying patterns.
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Building a luxury presence meant designing for the needs of the customer. Through research, I knew that the major purchasing decision depended on three factors:
In physical showrooms, clients had the opportunity to physically interact with products to assess their quality. In the realm of e-commerce, establishing trust necessitates alternative strategies. To address this, I meticulously crafted sets for product photography, employing professional editing techniques to accurately portray the clarity of gemstones and overall product quality. Integrating these visuals into the website, I developed a seamless interactive feature. This functionality allows customers to visualise how the jewellery appears when worn simply by hovering over the product image.
I developed a style guide along with a well documented handover to the development team to a consistent design language of the product.
The luxury jewellery business thrives on building relationships. The first order is the most difficult to get and once they buy, they trust your brand and service. For this, a personal experience goes a long way. The customers feel valued and comfortable. Shruti Sushma had an astounding 80% repeat customer rate and they wanted to maintain the same level of service offered in the physical stores.
Let's be honest, nobody buys 7000 pound jewellery online without consultation.
Hence, I mapped out a service blueprint, highlighting individual touch-points against the research insights.
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The website brought in $100,000 of new business and expanded the brands customer reach exponentially. The google analytics indicated visitors from 7 new cities and 5 new countries. The website saw purposeful engagement with the website with an average session duration of 81.20 seconds.
With an increased customer satisfaction and a strong and luxurious online presence, Shruti Sushma made strides in the luxury jewellery market, getting recognition from the likes of editorial houses like Vogue, Tatler and The New York Times.
They are currently implementing the remote viewing service in their website.
