Company: Diamonds Factory
Role: Research, UX & UI
Year: 2019 - 2020
Project: Establishing a new identity for Diamonds Factory. The aim from the re-brand process was to create the go-to brand for jewellery, taking heritage inspiration from everyday brands like John Lewis and emerging do-good brand Everlane.
www.diamondsfactory.com
We re-imagined Diamonds Factory as Ostley. Ostley is design led, trusted and helpful. The brand has a history and heritage, which was once hidden with Diamonds Factory. The UX journey will be smooth, fully responsive and tailored to the customers needs and online behaviour. It will educate them along their buying journey of diamonds and engagement rings. The identity will be sophisticated from its typeface to its cool colour tones and crisp editorial photography.
I conducted all research, including site maps, user flows and customer questionnaires which would later inform wireframes, prototyping and final designs. I established how functions on the website will work, how they interact with the customer and how they would integrated with our CMS. Building operational strategies for new website features with the web development team that can be built, tested and functioning for the brand launch.
Creating user flows for key conversion tunnels
Generating end-to-end site maps
Wireframes
Establishing on-site functionalities that integrate with our website, cms and warehouse
Brand Guidelines
Working with the re-brand team and Creative Director, I helped established the brand guidelines specific for digital. Including set styling and sizing of typography, how and where to use colour palettes, icon sets, responsive grid systems, and website native functions such as drop-down menus, error messages, radio buttons and loading buttons.
