Designing the user experience for this luxury diamond and jewellery powerhouse.

I led on the full e-commerce experience for the global luxury jewellery brand DeBeers. Working within an ambitious timeline, I designed, presented and delivered UX strategy, wireframes and detailed annotations. The project was a large e-commerce site using Salesforce Commerce Cloud and involved heavy personalisation and multiple languages. I designed product pages, category landing page variations, account area, checkout experience and a guided customising tool among others.

Salesforce article on the success of the project, including a 30% rise in conversion:

The Home of Diamonds since 1888, De Beers Jewellers is a global jewellery brand sharing De Beers expertise as the Home of Diamonds to guide individuals on their personal journey of discovery and helping them find the diamond that is unique to them. De Beers is the world’s pioneer of diamond perfection, guiding individuals on their personal journey of discovery. Harnessing nature’s finest work of art, De Beers hand select the rarest natural diamonds, creating distinctive designs, each as unique as its wearer.

I completed thorough functional annotations for every element and page, most comprehensively for the account and checkout areas.

I completed descriptive and interactive annotations in Zeplin so developers could understand page behaviours.