Jempore.com is an Indian jewellery e-commerce website. The founder of Jempore is a 6th generation jeweller. Since, they already had a legacy of physical jewellery stores, they wanted to take their business forward by entering the digital space.
E-commerce
Domain
Jempore
Client
10 weeks
Duration
Domain
E-commerce
Client
Jempore
Duration
10 weeks
Online shopping is huge as of today, but when it comes to jewellery, people are still apprehensive. The responsibility of bringing trust into user’s thoughts was bestowed upon us. The challenge was to create a website where a user can buy jewellery online and rest assured of price, quality, and aesthetics. The user should feel satisfied pre & post-purchase.
Jempore.com is an Indian jewellery e-commerce website. The founder of Jempore is a 6th generation jeweller. Since, they already had a legacy of physical jewellery stores, they wanted to take their business forward by entering the digital space.
Online shopping is huge as of today, but when it comes to jewellery, people are still apprehensive. The responsibility of bringing trust into user’s thoughts was bestowed upon us. The challenge was to create a website where a user can buy jewellery online and rest assured of price, quality, and aesthetics. The user should feel satisfied pre & post-purchase.
User study gives an in-depth understanding of users’ values, perceptions, and experiences. Jempore’s user interview process was targeted around the questions - Why would users buy a particular piece of jewellery? What would compel them to buy online? When will they click on the ‘buy’ button? After interviewing a decent sample set of users, we found out very relevant answers to these questions. Users cared about genuine jewellery, pleasing aesthetics, clarity on the size, and good quality but accurate images.
The user study analysis was centered around some common e-commerce goals like bringing more traffic on the website, more sign-ups & ultimately making more people click on that ‘buy’ button. To achieve these objectives, we analyzed the scenarios of when and why people buy jewellery. The most common ones were weddings, gold prices going down, discounts and gifting. We segmented the users based on these scenarios and analyzed the top priorities for all these segments. The topmost concern for every segment was genuineness. Another concern was how close the actual jewellery piece is to the picture shown. This helped us finalize our key priorities - Build trust, educate & tell user stories.
When a buyer logs into the website, the idea was to bring out the experience of feeling connected to what she’s buying. Every aspect of jewellery like stone type, color, specification, certification should be clearly represented. We studied the psychology behind purchasing, and we focused on every minute detail. As an example, buyers usually need an affirmation from a relative or a friend. Hence, we kept a CTA ‘show to a friend’. The search was designed to empower the user to navigate to exactly what the user has in her mind.
A product page is usually the key decision-maker in any e-commerce website for a buyer to decide before making a purchase. The wireframing process for this screen is an extensive one, and it’s important to balance the right amount of information. It should be enough to make the user feel educated about the product but also not so much that the user loses her attention & gets diverted. According to a study of millennials, an average user spends about 3 min on a particular tab until she switches to another one. It is important to make them complete the task at hand, especially the checkout flow, as fast and easy as possible. We finalised wireframes for all the other screens along with the product page by employing various UX techniques. For example, card sorting exercise was done to evaluate the information architecture and organize label categories.
It’s crucial to follow the principles of good visual design. The first & most important principle is to make sure that the design supports the primary goal of the business - which here, it is for a buyer to find the jewellery piece attractive. Hence, to highlight the already subtle & delicate pieces, it was important to make sure the website had very subtle & elegant styling that does not overpower the jewellery. The second principle is to cater to the audiences’ perception - which were mostly millennials & females in this case. Hence, we had to create something fresh with feminine power. Gradients of purple for the color scheme, a gentle serif typeface for heading typography & line iconography for a delicate look were incorporated.
case study
case study