Diamond and Ring Configurator UX Overhaul for an Online Fine-Jewellery Retailer
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Problem
Eleven steps to a ring
An online fine-jewellery retailer with 10 showrooms sold engagement rings through a configurator designed a decade earlier: eleven sequential steps, diamond filters written in trade jargon like table percentage and girdle thickness, and no way to see the chosen stone on the chosen setting until checkout. 68% of shoppers who started a configuration abandoned before ever pairing a diamond with a setting.
Solution
Guided design-your-ring journey
We interviewed 18 recent ring buyers and ran 4 rounds of prototype testing, then redesigned the journey as a guided flow that starts from either the diamond or the setting, translates the 4Cs into plain-language quality tiers with visual comparisons, and renders the combined ring in an interactive preview. A save-and-share feature lets partners and showroom consultants review a configuration together.
Measurable Impact
What changed after launch
Configurator completion rate improved from 32% to 58% within one quarter of launch
Configuration-to-purchase conversion on completed designs rose 44%
Median time to complete a configuration cut from 24 minutes to 9
Showroom appointments arriving with a saved configuration grew to 38% of all bookings
Tech & Tools Used
What powered the build
Ready to Build your Fine Jewellery Retail Business with UX/UI Design
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