Overview

REEDS Jewelers came to us with a multi-year plan to completely revamp their online experience. Looking to grow their market share, they recognized the need to expand their online services and provide an experience that met (or exceeded) the outstanding in-store service the family-owned jewelry store had been known for since 1946. We started with their engagement landing page and went on from there to redesign and dream with our client on what their entire online experience could look like.

Role & Responsibilities

I was the primary designer on this project. I partnered with our strategy team, design director, and a project manager to provide REEDS with a beautiful and sophisticated interface and experience that rivaled their in-store experience.

Bringing a brick and mortar experience to a digital world

REEDS takes pride in the service and knowledge they provide their customers. Bringing that to the forefront in an engaging and memorable way helped set the tone for the rest of the shopping experience.

Educating users through a unique and tailored experience

Finding the perfect diamond can often feel overwhelming and often pushes users towards alternative experiences. What are the 4 C’s? There are how many diamonds in stock? We designed a quick “quiz” users could walk through that was both educational and allowed users to filter results based off their answers. Users could then see loose diamonds that matched their needs, and easily compare those diamonds to similar diamonds based off the 4 C’s and price.

A helping hand available every step along the way

One concept for a future project was having the REEDS Concierge available for video conferencing at any point in the shopping process. The Concierge would be able to view a customer’s screen and help them in the shopping process whether it was to answer questions, give advice on diamond size, or simply to help with the checkout process.

Try it on

As augmented reality evolves, so to will its applications within eCommerce. While we are seeing uses for AR in furniture, video filters, and other products, the technology and machine learning isn’t quite at a place to implement this strategy with engagement rings. But, it’s coming. This will revolutionize the jewelry industry potentially resulting in higher conversion rates, a reduction in returns, and increased user confidence. Users would be able to custom build their engagement ring (or jewelry) online and instantly “try it on” via AR. The future of jewelry is exciting, and REEDS hopes to lead the way.