Magento-to-Shopify Migration for a Global Jewelry Brand

Effy is a renowned global jewelry brand built on a foundation of family and community.

For over three decades, Effy has designed and manufactured exquisite, handcrafted jewelry in the U.S., infusing each piece with his unique creative vision.

To enhance their digital presence and cater to a diverse customer base, Effy Jewelry sought a strategic migration from Magento to Shopify, aiming to elevate the user experience without disrupting sales.

The Challenge

Effy Jewelry saw an opportunity to enhance their online platform and reach a wider audience by migrating from Magento to Shopify, with the key objectives of improving the user experience and ensuring a seamless transition for customers.

Key goals:

• Seamless Migration: Transitioning to a new platform without any loss of sales or disruption to the customer experience.
• Enhanced User Experience: Creating a user-friendly and engaging online experience that appeals to a wide range of demographics.

The Solution

Diff's approach centered on creating a product-first showcase that simplified the buying process and allowed Effy Jewelry to differentiate itself from wholesalers. This involved a collaborative workshop to deeply understand customer needs, followed by a strategic redesign focused on clarity and visual appeal.

Collaborative Discovery Workshop: Diff initiated the redesign process with a focused workshop, collaborating with Effy Jewelry to gain a deep understanding of their customer needs and business objectives.

Strategic Product Assortment Review: The team challenged Effy's existing product assortment, identifying opportunities to optimize the selection and highlight key pieces.

Simplified Categorical Hierarchy: Diff clarified the website's categorical hierarchy, creating a more intuitive and user-friendly navigation experience.

Product-Focused Showcase: Highlighted the jewelry's visual appeal, allowing Effy to stand out from wholesalers.

Simplified Navigation: Implemented a robust yet easy-to-use navigation structure, catering to both broad and specific user intents.

Mobile-First Design: The redesign prioritized a mobile-first approach, ensuring that Effy's products shine on all devices and cater to the growing mobile shopping trend.

Comprehensive Service Suite: Diff provided a full suite of services, including shopper Experience Design, Custom Theme Development, App Development, Ecommerce Platform Migration, Maintenance and Evolution.

The Outcome

Diff's strategic redesign of Effy Jewelry's online store not only simplified site management but also delivered significant and measurable results, solidifying their position as a leader in the online jewelry market.

• Achieved a 25% increase in transactions and revenue as a direct result of the improved mobile experience.
• Recognized for excellence in design and user experience:
  
  • 2019 Communicator Awards: Award of Excellence - Website Shopping
  • 2018 Horizon Interactive Awards: Gold Winner - E-commerce/Shopping
  • 2018 Horizon Interactive Awards: Gold Winner - Responsive/Mobile Design

At a Glance

Type of Project

<sup>- Platform Migration (Magento → Shopify Plus)
- UX/UI Redesign
- Data & Blog Migration</sup>

Services

<sup>- UX Design
- Theme Development
- Application Development
- Web Analytics & SEO Setup
- Data Migration
- QA Testing
- Training
- Go Live Support</sup>

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Looking Ahead

With a modernized and award-winning online store built on Shopify, Effy Jewelry is now empowered to fully own their digital presence and connect with a wider audience. From launching new collections to running targeted marketing campaigns, their team now has the agility and control to continuously refine the user experience and drive sustained growth. Diff's strategic design and implementation have provided Effy Jewelry with a solid foundation for continued success in the competitive online jewelry market.

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