THE CHALLENGE
The task was to design an e-commerce app which is not about clothes of any kind. Since I already run my own e-commerce store, I decided to experiment with something new to me and chose to create an app for my father in law, Beny Mendelovits, who owns a diamond business for lab-grown diamonds.
The idea behind lab-grown diamonds is that they are actual diamonds that were placed in a diamond incubator and given the right conditions, they "grew".
Once the diamonds are ready, they get treated just like any other diamond and then sold, along with an original certificate, just like any diamond.
THE CUSTOMERS DESIGN THEIR OWN
Having a customer participate actively in the creation process of their own product is one of the best ways to make sure he is emotionally involved and thus has a larger chance of making the purchase or the order. For that reason, I have decided that the app should be about custom designed jewelry.
The clients will design their own jewelry and thus are more
likely to buy it once they're done designing.
THE TARGET AUDIENCE
After conducting an interview with Benny, I was explained that his main target audience is US based, aged 25 and above and is usually of the upper-middle class.
The target audience dictated the design of the app, as I wanted to make it elegant, easy to use, good looking and informative (as clients who buy diamonds need to know a bit about what they're buying beforehand).
BRAND VALUES
Prestige
Beauty
Quality
Simplicity
LOGO
THE MAIN NAVIGATION
The icon inside the purple button changes according to the next action that should be taken, as the other buttons all revolve around designs, the shopping cart and the ability to track orders, plus a technical support button.
STYLE GUIDE
FONTS
COLORS
ICONS
INTRO SCREENS
The idea is to guide the client how to use the app in a simple way, without using many words, as it is quite intuitive.
The purple button in the middle of the bottom navigation is always the next suggested action, while the other buttons suggest other frequently used actions.
THE MAIN SCREENS
As the user logs into the app, he or she sees the main screen of the app, with a pretty model and the phrase: "Create amazing luxury jewelry", in order to get him or her started. The most noticeable button is the purple "plus" in the bottom middle of the screen.
That button takes the customer to the 1st design screen. From there, within six steps, as mentioned above, the customer will have a personally designed luxury jewelry that he or she can order with confidence.
PREVIEW AND DETAILS
Once step five is done, step six is the preview, as the customer gets all of the relevant information regarding the jewelry he or she had just finished designing.
Trying to provide the customer with the most vivid visualization of his jewelry, he or she can see a mock-up video and images of the jewelry, as vivid as it gets.
ADDITIONAL APP SCREENS
In the top-rated designs page the customer can find designs of other users, as his designs can be found there as well.
He can see the grade other users gave that design and also the level of clarity of the diamond in it, as well as its price.
In the cart page, the user can see everything he or she wants to order, remove it, click for details and, the most noticeable button below - go to the checkout page.
An easy to use checkout page, with an option to enter a promotional code, pay with PayPal or a card. Once a client has made a purchase, he can choose to keep his card details in the system, for future purposes.
