Hazoorilal Jewellers
Redefining Hazoorilals online store with a customer-centric approach.
Sohraab Walia
Kabeer Walia
Gurman Oberoi
Timeline
Team
8 months
Overview
My Role
Hazoorilal Jewellers is a renowned luxury jewelry brand based in India, known for its craftsmanship in diamonds, gold, and precious gemstones.
With a focus on delivering a seamless and elegant shopping experience, Hazoorilal's digital presence plays a critical role in engaging and growing their clientele.
This project involved enhancing the user experience on their website, with improvements to global navigation, product discovery, and interactive features that highlight the brand's unique offerings.
UX Design— Visual Design, User Research, User Flows, Rapid
Prototyping, Brand Marketing
Simplifying Complex organization
Given the extensive product categories ranging from gold and diamond to Polki and bridal jewelry, it was crucial to streamline the navigation for both novice and experienced users.
To cater to Hazoorilal’s older, less tech versatile clientele, we implemented a horizontal menu with popular categories like diamonds and gold.
The "Our Collection" tab features a dropdown menu for specific jewelry types such as necklaces and pendants, ensuring easy access to product categories while keeping the interface intuitive and user-friendly.
Navigation
Limited product details
We observed that users were often leaving the site due to insufficient product details. The lack of comprehensive descriptions, gemstone specifications, and care instructions was impacting the customer’s decision-making process.
To address this, product pages were enhanced to provide detailed information, including material breakdown, craftsmanship insights, and additional imagery, offering users a more informed shopping experience.
Final design presented, currently live
Further changes
After thorough consideration of user preferences in the Indian market, we introduced a detailed price breakdown on the product page. This includes a transparent view of gold value, other elements, making charges, and applicable GST.
Given that customers often expect customized pricing, this enhancement provides them with a general estimate before personalized promotions are factored in. Also, customers can contact Hazoorilal directly via whatsapp for specific products on the product page.
Product Display
introducing a robust search and filter system
We implemented an advanced search and filter system to help customers narrow down their options quickly. Users can search by product type, category, collection and price range. This feature is particularly useful for customers who know what they are looking for but need assistance navigating through the extensive catalog.
Search and Filter Functionality
Filters are vital for categorizing the large catalogue of 1000+ items
additionally
To align with Indian market trends, where consumers often seek alternatives and price comparisons, we added related search terms to the system.
This feature helps users discover similar products and refine their searches more effectively, ensuring they find exactly what they need in a market where product variety and informed decision-making are key.
Responsive design across devices
We optimized the website for mobile devices, ensuring a seamless experience for users on all screen sizes. This is crucial given that the Indian market predominantly shops via mobile, making it essential for the site to be mobile-friendly for better accessibility and conversions.
Mobile Optimization
Impact
Takeaways
25%
Increase in customer satisfaction due to an enhanced searching experience.
50%
the improved navigation and transparent product pages reduced bounce rates and improved conversion rates by up to 20%
15%
Increase in new customer acquisition attracted by the updated visual representation of the brand.
Functionality vs Luxury
Designing for a luxury brand like Hazoorilal required a delicate balance between visual appeal and usability. I learned that even high-end users value intuitive and accessible interfaces that make the shopping experience seamless.
Mobile is popular in India
Working on this project taught me the importance of designing for a mobile-first market like India. I learned to prioritize clean, responsive design to meet the specific needs of various types of mobile users, who make up the majority of online shoppers.
Collaborate for success
Working with Hazoorilal’s team of stakeholders required close collaboration and frequent feedback loops. This helped me strengthen my communication skills and refine designs to align with the brand’s goals while maintaining a focus on the end-user.
A deep dive into the customer's perspective
Research
Our research revealed key pain points in the user journey, such as overwhelming navigation and a lengthy checkout process.