De Beers Jewellery Website Refresh

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Posted

June 16, 2020

Feb 27, 2017

Skywire took over the De Beers Jewellery Magento website when appointed the lead global web agency in 2016. We completed a website refresh at the end of last year including their navigation, homepage, store locator and appointment booking capabilities.

The old website had an outdated design and usability issues, particularly with the appointment booking function. Our goal with this website refresh was to give De Beers’ website a more luxurious, responsive design as well as improving the customer journey. In addition to the redesign, we built some new features. We added a brand new “All Stores” page which allows customers to view a map of all the De Beers brick and mortar stores across the globe. We also created a Nearest Store hover feature that informs customers which store is closest to them without having to leave the page. See below for a comparison of the website’s ‘Before’ and ‘After’ shots, along with the issues we addressed in our design and UX changes.

Homepage

What it looked like:

Fixed screen width
Navigation bar was heavy & masculine
No fixed header
Lack of movement and interactivity
Navigation loss on scroll
Mobile not optimised
Header and social media icons blurry

Website Refresh:

Full screen responsive
Navigation light and minimalist
Added interactive sliders, category images and featured products
Fixed header that appears on scroll
Mobile optimised
Hi-res images and icons

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Navigation

What it looked like:

‘Moment in Light’ had no meaning
Text heavy mega menu
Lack of imagery in mega menu
Transparent background was difficult to read
Mobile navigation was clumsy
Header icons were unclear

Website Refresh:

Distinguished between the mega menu headings and categories
Balanced text and images in mega menu
Easy to read text and background
Clear, defined icons
Mobile navigation is clean and easy to use

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Store Locator

What it looked like:

Poor customer journey
Functionality focused
No individual store page offering
Too many buttons visible all at once

Website Refresh:

Improved customer journey
User experience focused
Added individual store pages
Redesigned with cleaner look

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Booking Pages

What it looked like:

Did not indicate a review of the location, date and time selected
Unable to go back and edit
No confirmation of booking request submitted
No automatic email to customer. Had to wait until store made contact to confirm

Website Refresh:

Allow user to edit customer information before submitting
Thank you page confirms booking date, time and location
Customer receives automatic email confirming booking information request

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New Features

DeBeers Global Store Page Website Refresh

Global Stores Page

A new page was created so customers could easily see the global view of all store locations

Nearest Store

Customers are now able to see their closest store simply by hovering over the Locate a Store button

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Region Selector Pop-up

Users viewing a regional website that is not the dedicated regional site for their country, where a regional website exists for their country, are prompted with the opportunity to browse on the correct store for their region

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De Beers Jewellery Website Refresh