Overview
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Founded in 2014 by Louise on the Sunshine Coast, Louise Jean is a female-founded, female-led fine jewellery brand renowned for its timeless designs and exceptional craftsmanship. Each piece is handcrafted in Australia by the brand’s in-house team, using responsibly sourced materials and a refined, elegant aesthetic.
While the brand has always been recognised for its bespoke engagement rings and heirloom-quality jewellery, its digital experience needed to reflect its sophistication better. Louise Jean partnered with Process to reimagine their digital experience, ensuring their new ecommerce platform not only conveyed the brand’s story but also empowered customers with clarity, confidence, and creativity at every stage of the journey.
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The Challenge
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The previous site was limiting both customer experience and business performance:
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- Customisation wasn’t streamlined: The online process for engagement rings didn’t accommodate the breadth of Louise Jean’s offering.
- Product storytelling was limited: The craftsmanship, values, and brand narrative weren’t woven into the journey.
- Information overload: Customers often become overwhelmed by the technical depth of diamond and jewellery details.
- Mobile underperformed: Conversion rates on mobile were particularly weak, despite it being a primary channel for browsing.
These challenges meant that a site revamp needed to balance education, personalisation, and usability without losing sight of storytelling.
Our Solution
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Our approach was guided by one principle: Make buying a custom engagement ring online as seamless, transparent, and inspiring as it would be in-store.
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Key solutions included:
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- Simplified purchasing journey: Breaking the process into clear stages, supported by contextual information modals to reduce overwhelm.
- UX-driven navigation: Using visual cues, quicklinks, and modals to guide customers new to jewellery through an otherwise complex journey.
- Ring comparison tool: Helping users distinguish between designs with clarity and confidence.
- Mobile-first design: Prioritising smaller screens to ensure the purchasing journey was as intuitive on mobile as on desktop.
- Customer empowerment tools: Wishlisting, product sharing, and “send a hint” functionality to support collaborative decision-making.
- Radical transparency: Shipping times and order details surfaced directly on product pages to build trust.
- Advanced filtering: Enabling more targeted product discovery without friction.
Our Approach
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Our team knew that success relied on more than just feature development. What it demanded was a strategic UX and UI framework tailored to how customers actually shop for fine jewellery online.
Our design and development team worked closely to:
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- Map the customer journey: Identifying moments of hesitation, information overload, or drop-off, and creating solutions to ease these points.
- Balance emotion with information: Using storytelling and product imagery to inspire, while layering educational modals to inform without overwhelming.
- Create space for personalisation: Introducing tools that put customers in control - Â from the bespoke ring builder (34,000 possible combinations) to engravings and gemstone additions.
- Connect with MRP: Integrated with the Katana MRP system to help Louise Jean manage their inventory and manufacturing processes more easily.
- Integrate with third-party systems: Linking directly to a diamond directory so customers could validate their choices with firsthand research.
- Diamond management tool: Created a custom diamond inventory tool to allow Louise Jean to manage their diamond inventory cleanly and effectively.
- Design for sharing: The “Dream Ring” page and “send a hint” features acknowledged the reality of engagement ring shopping as a shared decision.
Every decision was grounded in user-centred design, ensuring that technology elevated the brand rather than overshadowing it.
Results
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Within just one month of launch, the strategy delivered measurable improvements across all key performance indicators:
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- Conversion rate up 99%
- Mobile conversion up 135%
- Bounce rate down 7%
- Add-to-cart rate up 40%
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“We thoroughly enjoyed our time working with Poppy, Ray, Josh and the wider team at Process. Poppy was very clear and transparent with her communication towards us, always responding to our emails and calls promptly and ensuring the team addressed any bugs identified as soon as possible. While there were many hiccups in the lead-up to the launch due to our staff member spearheading the project leaving the company, the team at Process were incredibly patient with getting us up to speed on the project while also teaching us along the way.”
‍Alice Fox - ecommerce Manager
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