An EC site increasing the value of the special experience of
"Ring Choosing"

Rings are often purchased after consulting at a real store rather than online. The project started from the discussion of the necessity of EC function. After interviewing customers, the keyword “purchasing experience simulation” came into mind. Because it’s a once-in-a-lifetime purchase, customers need time to decide, so the idea was to make the experience better from the point of contact with the Website. We are aiming to interweave the brand message among these individual contacts.

From interviewing customers, we found some unique traits: many customers visiting the site view with a certain level of anxiety, customers visit the site several times before the actual visit to the physical store upon considering a purchase, and opinions of family members of the couple influence purchase behaviors. By creating a persona and applying it in a customer journey map, the opportunity and strength were defined of how customers’ issues may be solved.

The concept formulated from the interviews was “ALUXE is a Tailor for You”. The attitude of ALUXE; high level of customer satisfaction, customization ability to meet each customer’s design requests, was clearly stated. This became an essential anchor point for both the client and the designers to come back to, in discussing issues such as the design tone and manner, functions, and contents planning.

To experience the assets of ALUXE on the EC site, namely, “the vast collection of ring designs” and “the variety of choices for customization of diamonds and rings”, specifications for trying out the combination of rings and stones were realized out of 3,000 types of diamonds and 600 ring designs, while narrowing down the quantity to a volume easy to select from.

At the same time, the front end utilizes Material Design Lite (design guideline) defined by Google. While reducing coding man-hours, we aim to improve the searchability and the choosing experience, corresponding to the latest environment.

In addition, we developed an API to link existing product databases and ECs, to realize unified stock management of stores and online. We support complex product management with a flexible backend.

The tone & manner of design are formulated based on the concept. While keeping it simple and leaving sufficient space, a flat design that emphasizes the key color was adopted. We created a consistent mood paying close attention to details in movement, such as mouse-overs and page transitions.

Two contents were planned/produced to convey the value of the rings as a “group, collection” rather than individual items. “Find Her Style” is a content for men looking for rings to propose.

“4 Seasonal Light Collection” is a gallery with the theme of change in the light of the four seasons that shines on the diamond. We asked Instagrammers―influencers on Instagram in Taiwan and Japan to express the beautiful light of the four seasons with photos and text.

The website was listed Special Award in a world-class web design award, Awwwards. and chosen as “Design of the Day” in DESIGN AWARD ASIA.