OVERVIEW
SUMMARY
Redesign of the SellyourJewellery website -
SellYourJewelley is a sister company of Dianoche, buying Gold and Diamond jewellery from the public.
This case-study will highlight the process of redesigning the website from ground up by introducing new branding and elements.
COLLABORATORS
Rohini Yuvaraj (Senior Designer, Dianoche, Singapore)
Joanna ( Dianoche, Singapore)
TIME
SEPTEMBER- NOVEMBER 2023
TOOLS
Adobe XD, Adobe Illustrator, Canva, Midjourney, Zoho, Zo-bot
CHALLENGES
1. The current branding elements lack coherence and fail to establish a strong emotional connection with users. (Lack of Art Direction)
2. The visual hierarchy and composition of elements within the interface are also not aesthetically pleasing, leading to user disengagement.
3. The current chatbot lacks responsiveness and fails to provide timely and accurate responses, leading to a subpar user experience.
4. There has been a decline in user traffic, indicating a need for improvements to attract and retain users through navigation, content accessibility, and overall user journey.
5. Back-end constraints with ZOHO CRM and website builder (WordPress)
6.The high-end nature of the brand and the core components of its service does not reflect on the website.
An analysis of the webpages,
VISION
Develop a dynamic website with AI-driven chatbot, to streamline backend processes and increase traffic thereby facilitating more showroom visits.
SOURCE
These insights were derived from an analysis of the company's Google reviews, synergized with feedback from the internal team concerning prevalent pain points.
CURRENT WEBSITE
EDITOR- X
Through the use of basic heuristics, we can see that the visual inconsistencies evident in the screenshots reveal a significant compromise in essential design elements such as fonts, font sizes, colors and overall usability. This lack of cohesion may deter potential jewellery sellers, casting doubt on the brand's authenticity.
Strategy
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In response to identified concerns, the team initiated a comprehensive assessment of the website's structure, eliminating extraneous pages. Recognizing the site's informational nature and the imperative to swiftly garner user trust for appointment bookings, dynamic elements like scroll animations were integrated.
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Simultaneously, aligning with the ongoing rebranding efforts, the aim was to mirror the luxurious boutique ambiance of the showroom and solidify the brand as Singapore's esteemed "premium pawn shop."
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To enhance the visual appeal of the text-heavy site, emphasis was placed on incorporating images showcasing the office, a key differentiator lauded in Google reviews.
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Professional photographs of El(my boss), alongside equipment and the office were captured. To infuse a vintage allure, AI-generated visuals of jewelry were thoughtfully included, creating a gallery that met specific criteria and complemented textual content and charts throughout the website.
HEURISTIC ANALYSIS
ICONOGRAPHY
REDESIGNED WEBSITE
PROTOTYPE - WIREFRAMES
Initiating XD wireframes, as an effort to streamline design presentation, when pages were usually designed in Illustrator and emulated in wordpress later on by a developer).
Following a discussion, the decision to bring website development in-house (Instead of out-sourcing a freelancer from a different country) for enhanced control and communication became evident.
Assigned the responsibility, of extensive research on platforms like Wix, WordPress, Squarespace, and Webflow identified Wix and its counterpart, Editor-X, as optimal choices. The selection was based on Wix's easy to use interface and Editor-X's exceptional CRM integration, aligning perfectly with the project's requirements.
CHAT-BOT
I assisted on the creation of a chatbot using Zoho CRM for the company’s buying front, “Sell Your Jewellery”.
Navigating dynamic discussions between the founders and developers, my manager and I synchronized operational execution with business intricacies. By supervising copywriting, we maintained brand coherence, fostering seamless integration between vision and execution.
