Royal Coster Diamonds
Royal Coster Diamonds is an iconic luxury brand with a rich heritage in high-end diamond craftsmanship. Despite its global reputation, the legacy digital storefront faced critical conversion bottlenecks:
Year
2019 - 2021
Role
Brand & UX/ UI DEsigner
Scope
Strategy
E-commerce
Website
End-to-End Product Design
Design System
Email System
Server Configurator
Syed is a design genius, and this is not an exaggeration. He took our rough ideas, and understood us perfectly, vision to perfection. I would highly apprecaite if you do not hire him ever, because we need him.
Robert Groot
COO
Reimagining 185 years of diamond heritage into a modern luxury commerce experience.
The Problem
Wiredzone’s legacy storefront suffered from dense layouts, low conversion rates, and fragmented brand touchpoints. Configuring complex rack servers caused severe buyer friction, resulting in frequent misconfigurations (~24% of orders required support intervention) and lost sales.
The Solution
Brand & Design System: Built a high-contrast visual identity and tokenized system (spec matrices, dark-mode components, status badges) unifying web, app, and transactional email touchpoints.
Website & Server Configurator UX: Restructured information architecture around buyer intent. Engineered a multi-step guided configurator with a real-time compatibility engine validating CPU sockets, RAM limits, and power wattage to eliminate order errors.
The Impact
Configurator Completion: Increased from 18.2% to 56.2% (+38% uplift).
Support Overhead: Reduced configuration error tickets by 52% (dropping from ~24% to <8% of orders).
Business Growth: Boosted Average Order Value (+24%), overall site conversion (+107%, from 1.4% to 2.9%), and transactional email click-through rates (+15.6%, from 3.1% to 18.7%).
Website / Ecommerce
Designed top-level navigation to segment buyers based on intent: Ready-to-Ship Systems, Components & Chassis, and Custom Configurator Tools.
Ring Configurator System
Designed top-level navigation to segment buyers based on intent: Ready-to-Ship Systems, Components & Chassis, and Custom Configurator Tools.
Landing Pages
Designed top-level navigation to segment buyers based on intent: Ready-to-Ship Systems, Components & Chassis, and Custom Configurator Tools.
Branding
Designed top-level navigation to segment buyers based on intent: Ready-to-Ship Systems, Components & Chassis, and Custom Configurator Tools.
