The Problem

Here are a few key problems I found that intrigued my redesign:

  1. As a details page for diamond, the page simply listed all the characteristics without educating the complex concept behind them.
  2. The look and feel of the page is simply "plain and boring" rather than "modern and clean".

See   Old Diamond Page


The Brand New Diamond Page

Designed in April 2018

My newely designed Blue Nile diamond page uses intuitive images that easily explains 4C, the most important characteristics of a diamond, as well as where on the grading scale each diamond stands at.

According to our customer representatives, GIA report is the first thing customers ask for when they come to this page and it is the absolute confidence/trust builder. Frequently, customers would ask where to find it on the old diamond page. Therefore, I've separated GIA report from the image viewer and made it much more prominent to resolve this issue.

My redesign of this diamond page follows the same style as my homepage redesign, which can be found here.

The following is my redesigned diamond page, click image to enlarge.