Polishing the Digital Jewelry Shopping Experience for CaratLane

Selling jewelry through digital channels may not be the obvious thing for many retailers, but for India’s largest online jeweler CaratLane, ecommerce is a core piece of their brand experience. CaratLane approached Copious to improve brand engagement across channels and elevate their digital presence for a diverse audience. We extended their premium in-store experience through a virtual try-on mobile app and comprehensive ecommerce website. These unique features paired with a robust website provide an end-to-end omnichannel experience for their customers.

With an ocean and many time zones in between, the Copious and CaratLane teams collaborated over the summer of 2015 to improve the brand’s omnichannel customer experiences. From usability analysis and responsive user interface design, to a visual design and mobile app overhaul, we created a more cohesive brand experience that was reflective of the personal touch customers would expect when buying high-consideration items like jewelry.

Offering vast inventory from thousands of gem vendors in a dynamic—yet simple and shoppable—manner posed a unique challenge for the teams. Starting with a high-level usability audit, in addition to heatmap analysis, we uncovered key areas of the customer experience that could be improved through simplifying the interface. A customer-centric approach helped us remove complexity and ease the cognitive load for users during solitaire customization, creating a more engaging and fun site experience.

A thoughtful onboarding approach provided contextually appropriate content for educating customers, anticipating their needs, and recommending products as they moved through the shopping experience. The new navigation paths through the site created an experience that felt more like a natural extension of the interactions shoppers might have with in-store CaratLane jewelry experts—dramatically decreasing complexity and uncertainty.

Throughout the partnership, it was important for us to consider the different ecommerce paradigms in India versus the US. Facilitating cash-on-delivery (COD) and quick pay, as well as integrating industry and international ecommerce best practices, was crucial to drive optimal conversion rates.

The UX work we did to improve the pathways to purchase were underscored by a fresh visual aesthetic. With several new target personas in mind, we reimagined everything about the CaratLane visual design—from typography to photography—to align with business and audience goals, and elevate the brand.

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