B2B websites are considered boring and only informational without a strong expression of the brand’s essence.

dycode

PGD

Mined diamond companies have continued the ‘forever’ narrative for the longest time & haven’t evolved with the evolving consumers, especially the millennials.

Most eco-friendly companies sound ‘preachy’ & make the consumer feel that they are doing a favour on them by doing the ‘right thing’ for them.

Consumers believed that lab-grown diamonds are fake or synthetic & thus the website would play a pivotal role in alleviating this misconception.

dysrupt

It was important to create a website that the target audience would connect with. We studied the potential and probable journeys of the users on the website and aimed at presenting them with the most relevant information at the most appropriate point.

PGD

Our information hierarchy was driven more by the users and less by our brand as it’s the users who ultimately use the website.

dysign

 
We incorporated codes of the millenials & converted a B2B website into an experience encoded for the B2B2C segment. Using an on-scroll video animation for the home page, we explained the journey of a lab-grown diamond. Studying usability principles, we thought about the placement of images in a way where the eye movements dictated the user to look at the right places. Such an approach has led to a conversion ratio of 22.28% and reduced the bounce rate to 30%, which is less than the industry average of 50-70%. Increase in the average session duration to around 3 minutes has made the users more aware of our work & processes.
 
PGD

It was a brilliant experience to re-imagine a category as old as diamonds, and come up with a refreshing visual and flow. The result is there for everyone to see! - Boris Gomes, Team DY

BORIS

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