CJ-logo-opt
CJ-logo-opt
CASE STUDY

CARBON JEWELRY

Revealing the essence behind the brand.

ACTIVITIES

UI/UX
Web Design
E-commerce development

CONTRACT/ROLE

Freelance Project

MISSION

  • Build online brand awareness and recognition
  • Clarify brand positioning and storytelling
  • Open the road to revenues and sales.

SOLUTION

I helped Carbon Jewelry to build their official website as a first instance. Together with the client we then recognized the need to support revenues and sales by creating CJ’s e-commerce.

MISSION

  • Build online brand awareness and recognition
  • Clarify brand positioning and storytelling
  • Open the road to revenues and sales.

SOLUTION

I helped Carbon Jewelry to build their official website as a first instance. Together with the client we then recognized the need to support revenues and sales by creating CJ’s e-commerce.

ACTIVITIES

UI/UX
Web Design
E-commerce development

CONTRACT/ROLE

Freelance Project

MISSION

  • Build online brand awareness and recognition
  • Clarify brand positioning and storytelling
  • Open the road to revenues and sales.

SOLUTION

I helped Carbon Jewelry to build their official website as a first instance. Together with the client we then recognized the need to support revenues and sales by creating CJ’s e-commerce.

ACTIVITIES

UI/UX
Web Design
E-commerce development

CONTRACT/ROLE

Freelance Project

JEWELS BLENDING TOGETHER THE ENGINEERING UNIVERSE

thanks to the use of innovative materials such as carbon fibre, and the preciousness of highly selected stones, unique for purity, brightness and strength.
– Carbon Jewelry –

JEWELS BLENDING TOGETHER THE ENGINEERING UNIVERSE

thanks to the use of innovative materials such as carbon fibre, and the preciousness of highly selected stones, unique for purity, brightness and strength.
– Carbon Jewelry –

JEWELS BLENDING TOGETHER THE ENGINEERING UNIVERSE

thanks to the use of innovative materials such as carbon fibre, and the preciousness of highly selected stones, unique for purity, brightness and strength.
– Carbon Jewelry –

THE STARTING POINT

Carbon Jewelry did an excellent work developing their products. They found the best craftsmanship able to blend together an innovative material like carbon fiber with highly selected stones, manually sourced from only fairtrade certified suppliers. Job nailed! In the meantime, CJ’s marketing team had already put in place beautiful brand guidelines, including logos and brand identity, and they were actively spreading the word about their creations through their social channels. Brilliant!
But people were not able to get the whole story around their products and brand, and, there wasn’t a concrete possibility at that moment to buy their products anywhere. Well, not yet

UNDERSTANDING THE CLIENT VISION

Carbon Jewelry desired perception for their creation is to be a valuable complement of personal expressivity. We needed to understand why they were able to make such a strong statement aiming to build a website ready to enhance their brand vision. A useful online experience can directly impact the perception of the brand and grows brand loyalty. Focusing our attention on finding the key-points behind the brand personality, we took an effort to highlight the values and strengths and then we tried to uncover any possible weaknesses with the aim to recalibrate the whole message and avoid any potential future pitfalls. At the end of the process, we were able to gather and prioritize all of the above information to be used as a roadmap.

UNDERSTANDING CLIENT VISION

Carbon Jewelry desired perception for their creation is to be a valuable complement of personal expressivity. We needed to understand why they were able to make such a strong statement aiming to build a website ready to enhance their brand vision. A useful online experience can directly impact the perception of the brand and grows brand loyalty. Focusing our attention on finding the key-points behind the brand personality, we took an effort to highlight the values and strengths and then we tried to uncover any possible weaknesses with the aim to recalibrate the whole message and avoid any potential future pitfalls. At the end of the process, we were able to gather and prioritize all of the above information to be used as a roadmap

UNDERSTANDING CLIENT VISION

Carbon Jewelry desired perception for their creation is to be a valuable complement of personal expressivity. We needed to understand why they were able to make such a strong statement aiming to build a website ready to enhance their brand vision. A useful online experience can directly impact the perception of the brand and grows brand loyalty. Focusing our attention on finding the key-points behind the brand personality, we took an effort to highlight the values and strengths and then we tried to uncover any possible weaknesses with the aim to recalibrate the whole message and avoid any potential future pitfalls. At the end of the process, we were able to gather and prioritize all of the above information to be used as a roadmap

ABOUT THE USERS

Having a clear roadmap but no pilot was not going to bring us anywhere. That is why getting insights about possible users was a must to clarify who were the ideal customers, what were their current behaviors, what were their goals and which devices they had access to, was helpful to understand what could/should motivate them to learn about the brand and possibly buy Carbon Jewelry products.

ABOUT THE USERS

Having a clear roadmap but no pilot was not going to bring us anywhere. That is why getting insights about possible users was a must to clarify who were the ideal customers, what were their current behaviors, what were their goals and which devices they had access to, was helpful to understand what could/should motivate them to learn about the brand and possibly buy Carbon Jewelry products.

ABOUT THE USERS

Having a clear roadmap but no pilot was not going to bring us anywhere. That is why getting insights about possible users was a must to clarify who were the ideal customers, what were their current behaviors, what were their goals and which devices they had access to, was helpful to understand what could/should motivate them to learn about the brand and possibly buy Carbon Jewelry products.

INFORMED INTERFACE: UI DESIGN

Carbon Jewelry’s in-house design team had already created the brand guidelines book and a mood board, which resulted in being essential to help with the UI development. The process started with a quick sketch, just to get a rough idea of the design thinking process. Organizing and allocating all the material and messaging by following the right flow, facilitate the goal of providing the most relevant information quickly and efficiently. Joining CJ’s guidelines and my UX structure made the UI building process smoother for both the client and me. Operating section by section, I had CJ’s team support checking step by step the project progress by confirming or revising what was necessary.

SKETCHING & WIREFRAMING

Every great digital product should have an excellent balance between what the business is looking for and their user needs while staying visually appealing and easy to visit. The jewelry industry is a saturated market with lots of constructs ending in having familiar narratives dressed with very similar content mostly focused on the products they provide. We intended to disrupt this concept working hard to find all critical points able to highlight Carbon Jewelry’s motivations behind their creations before even talking about the shiny products they produce. Since the first sketch, we strived to think about this website as a system of elements working together to achieve that delicate balance between client and user needs.
To avoid losing the customers on the way, we started from the structure opting for a one-page website divided by sections. Moving inside this frame, I then built a sitemap from sticky notes, prioritizing the high-impact segments first and guide the user through a journey of discovery which ends possibly with a purchase. Organizing this information within a clear wireframe helped to clarify and allocate all the contents in the right position. The ending stage was to associate the copy with the correct imagery, colors and font weights to create a hierarchy within the contents and be visually appealing to the user. The User Interface was now ready to be tested.

RESPONSIVITY

Mobile web surfing overtook desktop browsing in 2016. As a consequence, increasing numbers of sales have been made through smartphones and tablets during the last few years, meaning that this choice to make was simply not a choice anymore.

SALE FUNNEL WANTED

Building a network of retailers can be haunting and require time for negotiations. A time my client could not afford to wait without having the product available for sale somehow. It was a risk they just couldn’t accept. As a consequence, we decided that e-commerce was the perfect solution to this problem.

THE E-COMMERCE

Approaching this task the priorities for my client were to find precise answers to all necessary functionalities needed. The client needed something deeply customized to suit their requirement and avoid to be mistakenly associated with low budget markets and competition. We decided to avoid to rely upon online shop platforms like Etsy, Shopify or similar, and build the e-commerce using a CMS (Content Management System) system. This choice undoubtedly helped Carbon Jewelry’s brand perception to move beyond the home crafting markets and be perceived for what they really are, a professional custom made Jewelry startup with lots to say in the market. On a more technical side, a CMS platform gives to CJ total control of their listings including monitoring inventory, sales, order management, customer service, delivery and offer custom promo campaigns when needed.

THE UNEXPECTED CHALLENGE

During the testing process of all the functionalities of the e-commerce, we discovered there was a problem of compatibility between the platform chosen and the product translation management we used. They wouldn’t see each other so the system couldn’t pull-up the translated versions of all products. Of course, this happened the day before launch. It took us some hours spent on trials and error to understand what was causing the issue, the time was ticking, and the pressure was entirely on. Finally, we were able to find the issue in the code and addressed that to correct all instances, and have the e-commerce working correctly on both languages. Job nailed.

EMERGING SUCCESS

Carbon Jewelry went from an emerging brand, into quickly being recognized by the press all over the world. The growing curiosity around this brand has conducted the brand to grow their offering with a new line of product by the first year of activity. The website has had an influential impact on helping Carbon Jewelry to develop brand awareness and engagement ending with TV and fashion celebrities to sign as brand testimonials.
CJ’s e-commerce has had a valuable influence on the brand, allowing them to build their growing network of retailers without losing the opportunity for direct sales from wherever in the world.

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