Reimagining Customer Experience: 'Elegant Jewels' Omni-channel Leap with Clienteling Application
How we designed a clienteling application for Elegant Jewels employees to help them better understand the customer profile and deliver a seamless omnichannel experience.
My Role
Research . Defining problems . Ideation . Information Architecture . Wire-framing
Time
3 Months
Team
3 Visual Designers . 6 UX Designers . 3 Design Managers
Industry
Jewellery & Retail
Customer Segment
B2B
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 to 're-invent' itself
They want to stay relevant in the competitive luxury market, adapt to changing customer preferences, and maintain their position as a leader in offering high-quality jewellry and exceptional customer experiences.
"Elegant Jewelers wants to become the world’s largest gold and diamond retailer"
UNDERSTANDING
Business Goals
Expand the number of outlets from the existing 280 to 500
Increase the revenue to 2 Billion Dollars
Become an internet-first company
Elegant Jewels, known for its strong sales in tier 2 and tier 3 cities, primarily through offline channels, now aims to become an internet-first company to reach a wider audience. The goal is to create a seamless omnichannel experience that blends both online and offline interactions for customers.
UNDERSTANDING
Omnichannel Experience
An omnichannel experience is all about making sure customers have a smooth and connected experience no matter where they interact with your brand—be it online or in-store.
The goal is for customers to feel like they’re getting the same great service and consistent messaging at every touchpoint.
WHY
Clienteling Application
A clienteling application can be a game-changer as jewelry brand makes the shift from being primarily in-store to focusing more on online sales. Think of it as a tool that helps you get to know your customers better, no matter how they shop.
Personal Touch
Tool that lets store associates remember every detail about your customers—what they like, what they’ve bought before, and even their special preferences.
Smooth Transition
Whether a customer is shopping on your website or visiting physical store, the clienteling app ensures they have a seamless experience.
Easy Communication
The app can also make it easier for team to stay in touch with customers. Whether it’s through follow-up messages, special promotions, or just checking in, the app helps keep the conversation going
PROBLEM FACED
How do we design a clienteling application for Elegant Jewellers that will help them to maintain great relationships with their customers and enable omnichannel experience which will align to their business goal
UNDERSTANDING
Who are we designing for
Common Tasks/features
EXPLORING
Primary Research
Divergent Workshop
After our initial understanding, we conducted a divergent workshop at the client site. This three-day workshop brought together business stakeholders from multiple countries and regions, as well as key people responsible for different areas.
It gave us the chance to grasp the issues they face, learn how the jewelry business operates, and understand the values they stand for. We also gained insights into the challenges they're dealing with, the improvements they’re looking for, and a better understanding of the job roles and how they function within the company.
We pulled together our notes and made a list of the key tasks and features needed for the clienteling app. These are aimed at helping salespeople connect better with customers.
Our next step is to map out the necessary artifacts to get a clearer understanding of the user and the tasks that need to be done. Then, we'll validate these with the stakeholders.
OVERVIEW
Analysing Phase
Then we analyzed the data, created a list of features, and prioritized them based on importance and possible release timelines. We also developed user stories and mapped out the user flow.
EXPLORING
Finalising Research
Convergent Workshop
We returned to the client site for a 2-day workshop where we showcased the artefacts we created and got them validated by the team. With their feedback, we moved forward with developing the roles and responsibilities of each user group.
User group
CRE/
Salesperson
User group
SalesManager
Operational Challenges: We identified several pain points in their current processes, especially in how different regions manage customer interactions and sales.
Cultural and Regional Differences: We gained a better understanding of how cultural and regional nuances impact their business practices and customer relationships.
Role Clarity: The workshop provided us with a clearer view of the job roles within the organization and how these roles contribute to the overall customer experience.
Expectations for Improvement: Stakeholders expressed their expectations for enhancements, particularly in areas like customer engagement, data management, and sales strategies.
SCENARIO
A user has been browsing the internet, searching for the perfect piece of jewelry, and finally comes across an exquisite design at Elegant Jewelers. Intrigued by the design, the user decides to visit the store in person, hoping to find that exact piece
SOLUTION
User Flow
User enters and CRE greets the user.
HomePage for CRE
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They can view their performance, helping them track completed tasks, stay motivated to achieve more, and earn additional incentives.
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They can view details of customers arriving that day, giving them time to prepare for their visit.
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Implement a clear CTA for generating tokens, as it's their primary task. Additionally, display live gold rates so they can easily inform customers when asked.
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They can also view agents, issued tokens, and inform others when they're on break.
Generating Token
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CREs can easily add details by simply selecting from multiple options with just a few clicks.
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A progress bar is also available to show how many tasks are left to complete.
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CREs can skip to the next section without filling in these details, if needed.
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Only name and phone number are necessary for a returning customer
Summary of ticket
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Customer details are shown in a glimpse
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If there is a previous Salesperson assigned they are also shown in the list
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If there is time available CRE can add more details to user profile if its suitable for a interaction.
Available Agents
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CRE can see the list of users and also know who all are available
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Its necessary to know what are salesperson expertise and languages they would know and what is conversion rate so that its easier to assign the customer.
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Search option is also provided to get the results faster
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If there is a lack of Salesperson - sometimes CRE also act as a salesperson - so in the stage they assign token to themselves
Confirmation page
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They get a assign confirmation message informing their journey of sending customers to salesperson is done.
UNDERSTANDING
Learnings
User-Centric Design: Prioritizing user needs through intuitive design, such as simplifying the process for CREs to add customer details, track tokens, and stay informed with live gold rates.
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Omnichannel Integration: The importance of creating a seamless experience between online and offline channels to expand the customer base while ensuring a smooth transition for both customers and employees.
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Efficiency in Task Management: Incorporating features like progress bars and a clear CTA helps streamline daily tasks, motivating employees and enhancing productivity.
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Flexibility and Autonomy: Allowing CREs the flexibility to skip sections when necessary promotes efficiency and ensures they can adapt to dynamic situations.
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​Incentivizing Performance: Integrating performance tracking keeps employees motivated and focused on achieving goals and earning incentives, creating a performance-driven culture.
