TL; DR: It’s important that the elevated guest experience at bluboho extend to the sale and purchase of engagement rings.
User research - what is the status quo?
I began by observing the way that guests and the sales associates worked through an engagement ring appointment. I watched the sales associates stumble, and took note of the information that they were missing.
From there, I looked into the resources available to the sales associates, and where the information was that they were conveying to the guests. When speaking with the various departments (creative, production, and design), I found out that the only resource available within the company was the following:
I recognized immediately that there was an opportunity to create a clearer, more visually appealing, and cohesive way to provide the relevant information to our guests.
Solution
I decided to take the above information and organize it in a way that the guest is able to review and make the best choice for them. This included:
Organizing the information in an accessible and clear way;
Implementing principles of visual hierarchy to produce a visually appealing experience; and
Creating a cross-medium experience: both physical copies (for a full sensory experience) and virtual (for ease of use and distribution across stores)
Result
As a result of the change in way we present our engagement rings, interest in the bespoke process increased by 50%, and the number of people who moved forward with the customization increased by 14% in a 3 month period.