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How Gamified features contributed in increasing DAU by 60%

This website was designed for Lal Jewellers, an Indian jewellery company that operates on a business-to-business model. It's a user-friendly site where clients can learn about the brand and explore the beautiful jewellery collections they create.

Timeline

May-June 2023 (4 weeks)

My Role

  • Research

  • User Experience design

  • User Interface design

Tools Used

  • Figma

  • Adobe Photoshop

  • Mockup

  • Miro 

Client Requirements

The client aimed to boost their online visibility and thus sought a website that conveyed their brand identity, story, and showcased their jewelry collections efficiently.

 

Key client requirements included:

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  • A jewelry category page featuring product images. Clients would need to reach out to the company for additional details and inquiries.

  • A page highlighting the company's evolution in the market throughout the years.

  • Information outlining the company's market presence.

Anchor 3

Understanding the Primary Users

The following user groups were studied to design the website more efficiently.

  • Retail jewellery shops & brands
  • Jewellery Wholesalers and Distributors
  • Jewellery Manufacturers
Group 
A
  • Multinational Companies.
  • Business houses.
  • Other people who wish to place orders in large quantities.
Group 
B
With the client's support, I had the chance to engage with individuals from both user groups. This allowed me to grasp their purchasing process, along with their anticipations and suggestions. These insights will contribute to the enhancement of the product.
Anchor 4

What do they say?

A Website will help give easy access to the catalogs and add more value to the brand.

A Digital Catalogue will help to stay updated with the latest collections, as we constantly need to request for an updated product list before we place an order.

I feel a good website will help build more brand trust.

Summarizing the feedbacks & Suggestions.

  • Lal Jewellers doesn't require an e-commerce platform but rather seeks a digital catalog that enhances the company's online presence and identity.

  • While existing clients primarily seek the product information, potential clients intend to learn about the brand and its work through the website.

  • Simplicity and intuitive navigation are crucial for user experience, enabling swift access to information and facilitating contact with the brand.

Competition Analysis

I conducted an in-depth analysis of competitors such as Zar Jewellers and Emerald Jewellers India websites. The goal was to get insights about their features and how they catered to their clients. Here are the key observations I made:

After user interviews and competitor website analysis, key insights were discussed with the client and marketing team to validate data feasibility. This led to finalizing a primary website flow using sketches and diagrams, followed by the creation of low-fidelity prototypes.

Ideation

Following the discussion of research findings with both the client and the marketing team, I engaged in a rapid brainstorming session for ideas. These concepts were subsequently discussed in more detail, and the most viable ones were selected for further design exploration.

Botanica.jpg
Low Fidelity Prototypes

The low-fidelity prototypes served as a basis for discussing the website's overall structure with the client. Feedback from this conversation were taken into consideration while designing the high-fidelity prototypes.

Homepage

Our Collection

Our Collection / Product Category

2-lfp screens.png

Our Clientele Page

Our Story Page

Contact Us Page

Site Journey

information architecture.png

Visual Design

The website's visual design theme is centered around the classic and timeless combination of black and gold colors. The primary aim was to showcase the intricate jewelry collection prominently against a subdued backdrop. A hint of luxury was introduced by incorporating carefully chosen textures into the background.

material palette.png

High Fidelity Mockups

Conclusion

Key Takeaways

My initial project in UX design proved to be a valuable experience, providing me with crucial insights and lessons that contributed to my growth as a designer. Here are some of the key takeaways:

  • Consider the Bigger Picture:
    During the app's design brainstorming phase, I learned the importance of considering the broader implications of my design decisions on the entire user base. Refining and adapting designs for the benefit of a larger user group became crucial.

  • Avoid Overthinking:
    Throughout the design process, I realized that I sometimes spent excessive time contemplating whether certain features or design elements would work for users, even when they were based on data and research findings. Usability testing and discussions with my mentor taught me to trust my research and instincts, and to confidently present my ideas to the users for feedback.

  • Empathize with Users:
    Delving into the users' journey in detail allowed me to better empathize with their problems and challenges. By understanding their perspectives, I could develop more effective problem-solving solutions that catered to their needs

Going Forward

  • Proceed with the second phase of usability testing, and carefully analyze the feedback and reviews received.

  • Explore the potential of introducing allied features, including Bird identification, an e-commerce portal for plants, a trivia page, and more, to enhance the app's appeal to the users.

  • Consider designing cross-platform versions of the app, specifically for devices like smartwatches.

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