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A UX redesign case study where we optimized the user experience to deliver a personal and empowering customer journey
With a history of delivering transparency and clarity in the diamond buying process, Blue Nile is the leader in disrupting the jewelry industry. In this spirit, they sought to evolve their online catalog buying experience to one where customers regarded the company as their jewelry partner for life.
As you’ll see in this UX case study, this involved designing and validating a new digital customer experience that combined the ease and speed of the web with the support and personalization of shopping in-store.
Blue Nile was acutely focused on the growth of their core business. Luxoft’s design and innovation arm, Smashing Ideas, had their team of strategists, UX designers, and visual and motion designers work with Blue Nile to research, design, strategize and test a new customer experience strategy.
Initially, they focused on transforming a single line of business: wedding bands. Concentrating on just one line of business allowed the teams to have greater opportunities for experimentation and exploration.
Smashing used Motivational UX™ to develop an enthralling e-commerce user interface and user experience. Smashing redesigned key web pages including the home, segment, catalog, detail, top 10 and education pages, focusing on core themes that improved the buying experience:
Smashing’s team of strategists and designers trained Blue Nile on the UX redesign process so they could replicate the approach across the entire retail customer experience. This included working alongside Blue Nile to update both branding and positioning so that all customer touchpoints maintained a high level of consistency.
We found a design and CX partner that established both a visual identity and back-end design approach that exceeded our expectations, resulting in a 5% increase in conversions.
Through Motivational UX™, the team optimized Blue Nile’s customer experience with the following core principles: