An EC site aiming to renew the image of the jewelry brands
Loftwork Taiwan took charge of creating the Website (EC site) for ALUXE DIAMOND which sells bridal jewelry based in Taiwan and Hong Kong. In order to escape the uniform image of promoting shiny diamonds and luxury, the brand value was redefined through interviews and workshops. The finished result of the EC site was a combination of high design and stress-free updating system for operators. The website was well received to be given a design award selecting the world's outstanding Websites.
Will the experience of choosing a ring change depending on Websites?
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.
Interview / Creating a customer journey map
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.
Concept formulation · Design
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.
Information design ・ EC site creation
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.
Constructing a website that emphasizes design and customization
Tone & Manner
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.
Contents planning /production enhancing the brand narrative
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.
“When researching different approaches in appealing the added value of products apart from “clarity” and “luxury”, a perfume website gave us a hint. There were creative ways to introduce the product value of "exquisite scent" that did not rely solely on explaining the fragrance but expanded the imagination of the viewer with the brand's philosophy and fragrance-related stories. It stirred up our minds in thinking can we apply this approach? Breaking down the stereotype of existing jewelry sites became a starting point.”
プロジェクトマネジャー 藤原 悠子