Lalitha : Elevating Luxury Jewellery E-commerce
Lalitha, a renowned high-end jeweller with a legacy spanning 73 years, sought to evolve its online brand identity and e-commerce platform. The goal was to maintain the brand’s heritage while appealing to a younger audience uncertain about investing in luxury gold jewellery.
Colombo, Sri Lanka
E-commerce
50-100 employees
Problem Statement
Lalitha faced challenges in creating an online experience that mirrored the luxury of its products. The existing website lacked the sophistication and trustworthiness needed to convince users to purchase high-end jewellery online.
The Full Process
Secondary Research
We began by immersing ourselves in the world of luxury e-commerce, studying case studies from industry leaders like Pandora. This research equipped us with insights into designing a digital experience as luxurious as the products themselves.
Competitor Research
We analyzed three industry leaders—Mejuri, Tiffany, and Tanishq—to understand how they ensured conversion from product browsing to purchase. We evaluated color schemes, themes, and usability across the user journey, identifying strengths and weaknesses in their approaches.
User Flow
Next, we mapped out the user flow to ensure a seamless journey from product discovery to checkout. This involved designing intuitive navigation and clear calls-to-action.
Low Fid Design Sketches
We started with low-fidelity sketches to rapidly iterate and refine the design based on feedback. This flexible approach allowed us to explore different concepts and refine them quickly.
Key Introductory Features
We introduced several innovative features to enhance the user experience:
Product Shop with Filters: Implemented a categorized product shop to guide users in selecting suitable pieces.
Cart Icon on Product Cards: Added a cart icon to each product card for quick additions.
Storytelling: Incorporated storytelling for each piece and collection to enhance emotional connection.
BUY NOW Button: Introduced a “BUY NOW” button to streamline checkout.
Guest Checkout: Enabled guest checkout for convenience.
Remote Usability Testing
We conducted remote usability testing to validate the design’s effectiveness and identify areas for improvement:
Initial Feedback: Users appreciated the new features but felt the initial design lacked a high-end feel.
Main Areas of Concern:
Users felt the design was too commercial and not luxurious enough.
Some users were uncomfortable buying without trying on the jewellery.
There was a desire for social media integration to see how pieces looked on real people.
Users wanted customer testimonials to build trust.
Mood Board & Brand Identity
We created a mood board to capture the essence of Lalitha’s brand attributes—trustworthy, passionate, impeccable, unique, and contemporized tradition. This ensured that our design stayed true to the brand’s heritage while feeling modern and luxurious.
We developed a comprehensive brand platform and style guide to define the visual language of the site. This included logos, typography, color palettes, grids, icons, UI elements, and imagery, ensuring consistency across all screens.
Final Design & Functionality
The full redesign was implemented on Figma. Based on user feedback, we made adjustments to enhance the luxurious feel and address concerns. We added features like customer testimonials and hover-over product modeling to give users a better sense of how pieces would look when worn.
Results/Outcomes
Our design strategy addressed Lalitha’s core issues by improving user engagement and trust:
Enhanced User Experience: Successfully created a luxurious and trustworthy online environment.
Increased Trust: Added customer testimonials to build trust among potential buyers.
Future Iterations: Identified opportunities for automation and personalization in bespoke jewellery creation and virtual try-on features.
Takeaway
By integrating luxury design principles with user-centric features, we helped Lalitha create an e-commerce experience that aligns with its high-end brand image, enhancing user trust and satisfaction.
