During the rebrand efforts, one of the challenges was to rethink the product list pages for diamond and setting. Ritani’s product list pages were difficult to scan. The goals were:
Present the user with sufficient product information to adequately assess a product’s suitability.
Provide the user with adequate visual product information like good product thumbnails which tend to play a key role in the user’s search and selection of products.
Present diamond in 2 views: List and Grid. In list view provide the user with all the specs diamond information necessary to compare and make a decision. In grid view, present a clearer product thumbnail.
Focus on educating the user about diamonds in the basic and advanced filters. Provide tips and visual cues.