Customer Experience for a Jewellery Brand
Re-design and Management of Digital Experience
Project Brief
The client wanted to modernize their Shopify website and refresh their branding to appeal to a younger audience. They planned to add more jewellery brands and enhance the user experience. They also aimed to strengthen their digital marketing efforts to increase visibility, engagement, and in-store footfall. We took this as a Customer Experience improvement project.
Customer
Established in 1981, Moyen & Co. Jewellers is a trusted fine jewellery provider in Westlake Village, CA. They offer curated collections at accessible prices, along with services such as custom design, jewellery repair, and watch repair.
Design Process Followed
1. Requirements & Planning
1.1. Heuristic Evaluation of Existing Website
Revealed many technical glitches and opportunities of improvement. We also studied the current metrics of the website, understanding how people are coming to the website and which pages are visiting. We also accessed all of the current social media channels. How many followers, and engagements etc.
1.2. Stakeholder Workshop
A detailed workshop, with all the stakeholders, owners, marketing and operations teams, we charted a clear path of evaluation and improvement of the Digital experience. The purpose of the workshop was to attract more customers from nearby cities to visit their shop. Increasing the footfall in their shop was one Primary goal of the digital channel.
1.3. Established demographics and characteristics of the target audiences
We created clear 5 types of target customers to reach out to, what their buying preferences might be, what kind of content will be likes by them and how to catch their attention.
1.4. Understand the current structure of informaiton
A comprehensive analysis of the existing content structure and product classifications revealed that the website featured jewellery from multiple brands, each with its own presentation style. To create a unified and intuitive
browsing experience, it became essential to establish a clear strategy for how products should be categorised, grouped, and displayed across the platform.
We developed a refined Information Architecture that reflects real user search behaviors and buying patterns, ensuring that navigation, filtering, and product discovery feel natural and efficient. Additionally, we defined a detailed set of visual guidelines covering product photography, model imagery, and video assets. These standards were critical in maintaining consistency, enhancing brand perception, and supporting a cohesive digital experience throughout the redesigned website.
2. Ideation & Defining the CX Strategy
Definition of the Customer touch points, and defined customer journeys for different types of personas. also defined a strategy of understanding and improving the customer lifecycle throughout the Customer engagement maturity
model stages, namely Awareness – Acquisition – Engagement – Conversion – Adoption – Loyalty.
Brainstormed with the stakeholders, on various ways to mature the customers relation with the brand, and that designed campaigns and other touchpoints for the brand.
3. Visual Design & UX Specification
Final high-fidelity screens were designed and refined through multiple iterations, with close collaboration from key stakeholders to validate layout, content, and visual direction. Together, we established clear content structures for critical sections such as the hero area and the About Us page. Important decisions were made regarding how to present various designer brands, as well as how to organize and filter product categories to create an intuitive and seamless browsing experience.
In addition to visual design, we defined content strategies for dynamic homepage messaging, ensuring that the hero section could adapt to ongoing promotional campaigns and newly added designer brands. This flexibility was essential for maintaining relevance and supporting the client’s evolving marketing initiatives.
To capture the brand’s personality and convey the store’s unique atmosphere, high-quality visual assets were incorporated into the experience—including an extended aerial drone shot of the storefront and additional interior imagery. These elements played a crucial role in expressing the ethos of the shop and enhancing the overall storytelling of the website.
Home/Landing Page
Product List Page
4. Implementation & Quality Control
The website was upgraded to a modern Shopify template that provided a more flexible and robust foundation for future enhancements. Once the new template was implemented, we undertook extensive customization to ensure it aligned seamlessly with the refined design language, brand guidelines, and functional requirements defined during the strategy and design phases.
These customizations included tailoring layout structures, updating visual components, integrating brand-specific styling, and configuring product listing and filtering behaviors to match the new Information Architecture. Additional adjustments were made to support dynamic content areas, campaign-driven homepage messaging, and the addition of multiple designer brands.
This template upgrade not only improved the overall performance and maintainability of the site but also ensured that the digital experience felt cohesive, modern, and fully aligned with the client’s evolving business goals.
5. Go to Market GTM marketing strategy
Following the development of detailed user personas, we established a comprehensive Go-To-Market (GTM) strategy that served as the foundation for the overall digital marketing approach. The personas enabled a deeper understanding of audience motivations, buying behaviors, and engagement patterns, which informed how the brand should position itself across digital channels.
The GTM strategy outlined key market opportunities, audience segments, value propositions, and channel priorities. This directly fed into a structured digital marketing plan—defining how the brand would attract, engage, and convert users through initiatives such as targeted campaigns, social media communication, search optimization, and content marketing.
By grounding the marketing strategy in persona-driven insights, we ensured that every digital touchpoint was aligned with user needs and business goals, ultimately strengthening the brand’s ability to reach and resonate with its target audience.
6. Digital marketing and social media management
A comprehensive annual digital marketing plan was developed to guide the brand’s campaign strategy and execution throughout the year. This included defining key campaign themes, seasonal promotions, and brand moments, along with creating a detailed content calendar that ensured consistent and purposeful communication.
Execution spanned across major social media platforms—including Instagram, Facebook, YouTube, and Pinterest—with tailored content designed to align with each channel’s audience behavior and creative best practices. Activities included campaign asset creation, copywriting, scheduling, community engagement, performance monitoring, and ongoing optimization.
This integrated approach ensured cohesive brand storytelling, improved visibility, and sustained engagement across all digital touchpoints.
Campaigns (Post & Add)
Thank You For Scrolling!
Let’s Craft Brilliance Together
