In 2014 Blue Nile Inc. contracted a design agency to pioneer a redesign of their highest hitting SEO pages: Education. The contracting company was tasked with redesigning their primary education pages, the 4 Cs of diamond buying (Cut, Color, Clarity and Carat). After the design agency delivered the redesign, I was tasked with rewriting and redesigning the remaining 40+ pages into the design patterns defined by the agency.
Given a 3-month turnaround to have the pages implemented and ready for publishing for the upcoming holiday season, I identified the list of pages, grouped each into common categories (gemstones, pearls, wedding rings, etc.) and instantiated a weekly working session with internal subject matter experts to facilitate collaborative re-write and design sessions by category. User workflows were continuously iterated throughout the process as new feedback was gained on each category.
I established a 2-week agile approach to the effort by reviewing content in week 1 for a specific category with the SME's and our content writer, then in week 2 our talented content writer (Ali Smith) and I would present the rewrite and low fidelity interactive prototypes, gain feedback on those pages and then pass the final iteration designs and content to another designer to finalize the high-fidelity deliverables. Due to the time constraints - we were not able to conduct user testing.
Diamond Shape Low Fidelity Prototype >
Colored Diamonds Low Fidelity Prototype >
Wedding Rings Low Fidelity Prototype >
Engagement Rings Low Fidelity Prototype >
Diamond Wedding Rings Low Fidelity Prototype >
Over 40 pages were rewritten, redesigned and implemented in less than 3 months.
