Expanding Horizons: Elegant Jewels Ventures into the Financial Sector with Digital Gold
Designing the Digital Gold platform to create an intuitive user experience. My role involved visualising a user interface that reflects the brand's luxury identity and ensures ease of use for customers navigating this new digital frontier.
My Role
Design Direction . Visual Design
Time
5 Months
Team
3 Visual Designers . 6 UX Designers . 3 Design Managers
Industry
Jewellery & Retail
Customer Segment
B2C
ABOUT
Elegant Jewels
Elegant Jewels is one of the leading jewelry retailers in India and globally, known for its exquisite gold, diamond, and precious gemstone jewelry.
Established in 1993 in India, it has expanded to over 260 showrooms across 10 countries, offering a diverse range of traditional and contemporary designs with a focus on quality and customer satisfaction.
WHY
Elegant Jewelers move to Digital Gold
Expanding Customer Reach
Digital gold appeals to a broader audience, including tech-savvy millennials and Gen Z consumers who prefer online transactions and investments
Capitalizing on Market Trends
With the growing interest in digital assets, entering the digital gold market positions Elegant Jewelry as a forward-thinking brand, aligning with current and future market trends.
Increasing Sales and Engagement
By integrating digital gold into their offerings, Elegant Jewelry can tap into a new revenue stream while also boosting customer engagement through personalized digital experiences.
Building Brand Loyalty
Offering digital gold as part of an omnichannel strategy strengthens customer loyalty by providing a modern, flexible option that complements their traditional jewelry purchases.
UNDERSTANDING
Digital Gold
Digital gold is a new way to invest, born out of the digital revolution in the gold market. It lets you own gold without needing a physical safe or bank vault. The big advantage? You don’t have to worry about things like purity, storage, or security—those are all taken care of for you.
UNDERSTANDING
Who are we designing for
EXPLORING
Design Direction
Our primary users were younger investors looking to invest in gold as a long-term opportunity, so we needed to ensure our design direction matched their preferences and style.
The design direction for the digital gold platform was aligned with the e-commerce application that was being developed simultaneously, ensuring a cohesive and consistent user experience across both platforms.
Options presented to clients
Design direction finalisation
After discussions with stakeholders and the design team, we decided to move forward with a blend of Luxury and Gen Z themes. This combination would resonate with both our target audience and the brand's premium identity, creating a design that feels both modern and sophisticated.
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For the font, we chose Roboto due to its readability and familiarity among a wide audience, especially Android users. Roboto’s versatility is key—it works well for large text and adapts seamlessly across various platforms, including websites, mobile apps, tablets, and even print media. This consistency in typography not only enhances user experience but also strengthens brand recognition, making it a smart choice for the business as we expand our digital presence.
UNDERSTANDING
Userflow
To keep this case study straightforward, we're focusing on one of the many user flows: the digital gold buying process by a returning user who has the information already saved in the system.
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Here, we'll walk through how a user navigates the platform to purchase digital gold.
Visual Design
We kicked off the visual design by diving into the insights from the UX team, who shared everything from user personas to pain points.
We also did our own homework, looking into design trends, checking out the competition, and figuring out what our users really like. By pulling all this together, we created a design that not only looks great but also works well for our audience and stays true to the brand.
EXPLORING
Final Screens
