REBECCA OSTERMAN
Experience Designer
Unique Diamonds
Heartistry
Experience Audit
Unique Diamonds needed an online experience reassessment in order to seamlessly marry their virtual ring builder experience with their in store ring-buying experience. Our team provided concepts for an in store kiosk as well as an experience audit of their current digital experience.
Client /
Unique Diamonds
Role /
UI/UX Design
Agency /
DI
Year /
2022
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Location
This experience would exist online and on mobile devices, as well as on a kiosk in partnering jewelry stores.
Current User Journey
Improved User Journey
UI/UX Design Audit
Audience
The Millennial Audience
This activation will primarily be marketed towards millennials (aging from 23-38) who are shopping and making decisions together.
They are potentially brand new to the diamond buying process and may need more help with understanding diamond characteristics and styles. It is not uncommon for millennial couples to have met on an app (26%) and could easily transition to taking the next step in the relationship also through an app. Millennials are more likely to have children or homes with partners before marriage and are likely already financially intertwined. They are more likely to desire unconventional trends.
As weddings themselves become less traditional, the pressure on millennials to follow in the footsteps of engagement rings’ past also becomes less likely.
Individuals shopping for
their partner
Taking a more traditional angle to the engagement ring shopping process, some individuals may opt to buy without their signifi cant other present. They may know exactly what their parter would like in a ring or may need help to better understand their partner’s unique style. ‘Do the 4 C’s (cut, color, clarity, and carat weight) apply to grown diamonds?’ and ‘What kind of ring is in my budget?’ are questions this individual is looking to answer.
Individuals shopping to better understand what they want in a ring
Some individuals may be ready to take the next step in their relationship but have not explored the world of engagement rings and may be looking to see what options are out there. ‘What cut will best suit my fi nger?’, ‘Is gold or silver more fl attering to my skin tone?’ and ‘How can I make this ring unique to my personal style?’ may be some questions this individual is looking to answer.
The Generation X Audience
Generation X consists of hard working individuals who embrace technology and social media. They may be more drawn to traditional aspects, but still share many of the same interests and values as millennials
Due to the age of Generation X ranging from 41 to 56, there is more likelihood that the customers from this generation have had some experience buying diamonds and fine jewelry and therefore are even more comfortable picking out a diamond online.
Individuals shopping for
their partner
Taking a more traditional angle to the engagement ring shopping process, some individuals may opt to buy without their signifi cant other present. They may know exactly what their parter would like in a ring or may need help to better understand their partner’s unique style. ‘How can I get the most value for my dollar?’ is a question this individual might be looking to answer.
Individuals shopping to better understand what they want in a ring
Some individuals may be ready to take the next step in their relationship but have not explored the world of engagement rings and may be looking to see what options are out there. ‘What cut will best suit my finger?’, ‘Is gold or silver more fl attering to my skin tone?’ and ‘How can I make this ring wearable in my day to day life?’ Might be some questions this individual is looking to answer.
Competitive Analysis
I compared the current Grown Brilliance offerings to those of the industry's leading competitors in the following categories: Ring Builder UI, Personalized Experience, Ring Customization, Virtual Try On, Visual lAppeal, Information, and Ease of Use. I found that competitors are offering more levels of personalization, for example, customizing the metal of the diamond prongs. The competitors showcase more in depth customer reviews that serve as a guide for future customers. And, finally, there are much better virtual try on experiences offered by competitors.
Concepts
After analyzing my research, our ideated on ways to improve and surpass the competition. We suggested that the client incorporate a virtual ring try on that actually considers the individuals ring size and therefore shows a more proportionally accurate ring. They should also incorporate the more trendy settings that are under the ‘fashion jewelry’ category into the engagement ring builder, create a social online community for couples who have purchased Heartistry rings, and track user experience to further track and analyze how people work with the configurator, identify points of friction, and potentially where they might miss a sale.
