Strategic redesign and implementation of the new mobile-first site

We helped a prominent jewelry retailer maximize Shopify's POS system to enhance retail strategy, support global expansion, and improve customer engagement.

Gorjana, a California-based jewelry brand specializing in everyday pieces, partnered with Diff to optimize their Shopify POS system. This collaboration aimed to address operational inefficiencies and elevate the customer experience, supporting Gorjana's global expansion and boosting sales, particularly within their fine jewelry category.

The Challenge

Gorjana faced significant hurdles in optimizing their retail operations and online presence. Their existing POS system was inefficient, leading to slow transactions and cumbersome inventory management. This was compounded by a lack of seamless integration between their online platforms and physical retail experiences. Furthermore, there were concerns about the existing website adhering to eCommerce best practices, particularly in driving online sales for their fine jewelry category, which was outperforming online. The primary challenge was to create a unified, efficient, and customer-centric experience across all channels.

Key goals:

• Implementation of a robust and scalable Shopify POS system to streamline operations.
• Rectification of implementation issues to enhance website usability and performance creating a seamless omnichannel experience.
• Increase sales within the fine jewelry category online.
• Enhance both user and employee experiences by developing specific tools like a wish list feature through the Gift Reggie app and a custom tool for online product layering, replicating the in-store experience.

The Solution

We conducted UX workshops and prioritization sessions to inform a customized site redesign. To elevate the customer experience, we strategically redesigned and rebuilt a mobile-first site, carefully aligning it with the familiar and engaging in-store environment.

Enhanced Product Pages: Implemented custom Product Display Page (PDP) templates featuring lifestyle imagery and integrated, filtered User-Generated Content (UGC) to enhance product storytelling, highlight details, and build customer trust.

Comprehensive Search: Predictive search functionality that offers relevant recommendations and suggestions, enabling users to find content quickly.

Revamped Information Architecture: Improved navigation system that guides users seamlessly through category and collection browsing.

Customizable Content Library: A fully developed library of sections that can be used across all pages as needed, providing flexibility and consistency.

Shopify POS Integration: Streamlined checkout processes and real-time inventory updates for a seamless omnichannel experience.

Gift Reggie App Integration: Enabled customers to save items for later, boosting engagement and potential sales.

Custom Layering Tool: Allowed customers to visually combine products online, enhancing interaction and personalization.

The Outcome

The strategic redesign and implementation of the new mobile-first site yielded significant improvements across key performance indicators. By creating a smoother, more engaging shopping experience, Gorjana saw substantial growth in revenue, average order value, and customer engagement.

• Decreased checkout times and enhanced customer service.
• Improved online customer engagement through innovative digital tools.
• Increased sales and overall customer satisfaction due to a smoother shopping experience.

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Looking Ahead

With a redesigned, mobile-first site and a seamlessly integrated Shopify POS system, Gorjana is well-positioned for continued growth and success. The enhanced customer experience, coupled with the flexibility of customizable content blocks and innovative digital tools, provides a strong foundation for future expansion and increased customer engagement.

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