WP Diamonds

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THE REDESIGN

OF WPDIAMONDS.COM

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ABOUT WP Diamonds

WP Diamonds is the largest recycled diamond buyer in the world. With locations from London to Japan, they buy and sell millions of diamonds world-wide.

THE CHALLENGE

The WP Diamonds site was a complex online resource of essential information about diamonds, diamond valuations and the diamond market. Our goal was to engage and instill trust in potential clients while growing the list of loyal customers by communicating the brand’s transparency and expertise in the trading of valuables online. Creating an impactful information architecture strategy for over 100 pages became a crucial task in the WPdiamonds redesign. The challenge was to create an experience that would house and present a vast amount of information in a seamless way to the user.

THE EXPERIENCE

After competitive analysis and in-depth research, ID executed a full service strategy, concept design, visual design, and responsive WordPress development for three different websites. ID proposed a dramatic simplification in managing content by using the WPML plug-in. Once content was loaded for the US, it could be translated and managed through the same CMS. We created custom jewelry selling guides in order to capture users researching the online jewelry selling process , and trained the client team on how to update the WordPress Content Management System for key features. Salesforce and Gravity forms were also integrated in order to streamline the lead generation process and customer management.The result is an easy to update website that has reduced redundant work for the client and positioned the brand for continued growth online within the luxury market.

STRATEGY

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WIREFRAMING

ID approached the strategy and planning phase for this WordPress multi-site by utilizing Jumpchart to manage different site maps and information architecture. Moqups was utilized to create a dynamic, clickable prototype that was easy to share online.

As an SEO requirement, the prototype was populated with all of the original site’s existing copy, which was not at the quality level the team desired in order to meet the user experience goals for the project. ID’s copywriter and producers worked to restructure the story for the brand, while maintaining all of the original SEO copy. It was a significant challenge.

ID populated content for over 150 pages and included important CMS functions that would be utilized by the WP Dimonds team to manage all of the content of this WordPress multi-site.

In addition to copy updates, a detailed content inventory was conducted in order to identify existing images that could be utilized for the project. 75% of the images were identified through Stock photography resources in order to bridge the image gap and meet our goals for Design.

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CONCEPT DESIGN

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VISUAL DESIGN + DEVELOPMENT

The Design phase began with the Concept Design. Starting from the client’s well developed brand standards, two different directions were identified that would align with our design goals yet meet their existing standards. We wanted the design to be unique enough that it would appeal to a luxury market, yet comfortable enough that we would not alienate their existing customer base.

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