HEARTS ON FIRE

The world's most perfectly cut diamond website

A luxury e-commerce experience

Challenge & Goal

Hearts On Fire is a premium diamond design and manufacturing company. However, the company’s digital experience was difficult to use and lacked the luxury modern appeal needed to reach its millennial audience. The business had an ambitious goal to own the online luxury diamond jewelry space and increase its e-commerce sales by 5%.

**The original experience lacked luxury brand appeal plus convoluted UX Design**

Solution

I led a multi-disciplined team to design a luxury brand customer-centric e-commerce experience that helped visitors easily find relevant content to educate and inspire them toward a purchase.

We partnered with the brand team to evolve brand standards and align UX/UI design across digital & physical touchpoints.

Ease of Access

The re-imagined homepage experience introduced brand storytelling higher up the funnel to engage a younger audience. Products were organized into consumer passion-focused categories. Plus we introduced ease of access to featured products.

Elegant Wayfinding

A simplified and refined sub-navigation system was developed to provide ease of access to products via newly defined product category pages.

**Refined Product Detail Page (PDP) with easy to use product selector**

Refined Buy Flow

A buy flow experience was developed based on researching best UX/UI practice.
This replaced the previously poorly conceived experience.

**Interactive progress tracker enabling in-line editing**

Design System

The experience was built on a Sitecore CMS platform that required the UX/UI & Content Strategy teams to develop a robust set of flexible templates & components plus an enhanced navigation system informed by data insights.

To fast-track the design process, the design team worked side-by-side with the front-end development team to build a living prototype. This proved successful, enabling the team to make fast updates based on a WYSIWUG approach that could be instantly shared with the team and stakeholders.

Brand Visual Identity Development

The new brand asset library provided to the UX/UI team was used to inspire the creation of consistent styles & patterns. In addition, the UI team developed a Pinterest mood board to help guide the brand language toward engaging a younger more savvy customer.

**Pinterest moodboard inspired design pattern library**

The Results

20

weeks to concept, design, build and launch a mobile-first responsive luxury e-commerce experience

6%

increase in sales within year 1 with a further 4% YOY growth

Digital Brand Expression

evolved to enable the business to consistently engage with a fashion-savvy audience across a variety of touchpoints

Design System

Introduced to help manage design efficiencies & consistency across Hearts on Fire’s range of products and services..

Project E-Commerce
Role Creative Director/UI/UX Design Lead
Agency Razorfish