Bluestone.com
India's leading destination for high quality fine jewellery with strikingly exquisite designs.
B2C Online Jewellery Shopping Products
Overview
BlueStone is India’s leading destination for high-quality fine jewelry, offering exquisite designs with a strong focus on craftsmanship, quality, and customer experience. It aims to revolutionise the jewelry and lifestyle segment in India by making fine jewelry more accessible and trustworthy.
BlueStone Website & Mobile App Overview
Over the years, BlueStone has built a loyal customer base in India and abroad. The platform provides key benefits such as a 30-Day Money-Back Guarantee, Certified Jewelry, and a Lifetime Exchange Policy to enhance trust and confidence in online jewelry shopping.
Business needs
Increase Online Sales & Conversions – Improve the shopping experience to drive higher purchase rates and customer retention.
Build Customer Trust & Credibility – Establish confidence in jewelry authenticity through certifications, transparent policies, and quality assurance.
Enhance User Experience – Develop a seamless and user-friendly platform across desktop, mobile, and app to improve engagement.
Introduce Innovative Features – Implement virtual try-on, easy checkout, and personalised recommendations to boost customer satisfaction.
Expand Brand Reach & Awareness – Strengthen BlueStone’s digital presence to attract new customers and retain existing ones.
Improve Operational Efficiency – Streamline order processing, delivery timelines, and customer support for a hassle-free shopping journey.
Encourage Higher-Value Purchases – Provide competitive pricing, flexible payment options, and attractive offers to increase order value.
Objectives
Enhance Online Shopping Experience – Create a seamless, user-friendly interface for desktop, mobile, and app users.
Build Trust in Online Jewelry Purchases – Highlight certification, authenticity, and quality assurance for gold and diamond jewelry.
Introduce Innovative Features – Implement virtual try-on, easy checkout, and personalised recommendations to improve user engagement.
Improve Customer Confidence – Offer a hassle-free shopping journey with transparent return, exchange, and buyback policies.
Increase Brand Awareness & Loyalty – Strengthen BlueStone’s digital presence and credibility in the online jewelry market.
Optimise for Convenience & Accessibility – Ensure fast delivery, intuitive navigation, and a smooth purchasing process across devices.
Encourage Social & Family Influence – Enable easy sharing of jewelry options for opinions and recommendations from friends and family.
The Problem
Despite the growing trend of online jewelry shopping, many users hesitate to make high-value purchases due to concerns about authenticity, quality assurance, and the inability to try jewelry before buying. Additionally, customers seek a seamless and hassle-free shopping experience with modern, stylish designs, fast delivery, and flexible return or buyback options. BlueStone needs to address these challenges by building trust, enhancing usability, and introducing innovative features that make online jewelry shopping as convenient and reliable as an in-store experience.
Goals
Seamless Shopping Experience – Ensuring smooth navigation and usability.
User-Friendly Features – Enhancing the platform with intuitive tools.
Building Trust for High- Value Purchases – Strengthening confidence in online jewelry shopping.
Trust in Gold & Diamond Quality – Emphasising certification and authenticity.
Brand Awareness – Establishing BlueStone as a trusted jewelry brand.
Target Audience
Primary Audience:
Working women (18–30 years)
Working men (26–40 years)
Husbands (28–45 years)
Housewives (22–46 years)
Demographics:
Age: 25–35 years
Gender: Male and female
Family Status: Married & Unmarried
Buyer Type: Frequent browsers
User Pain Points
Trust Issues: Concern about authenticity and certification of online jewelry.
Time Constraints: Lack of time to visit multiple offline stores for modern designs.
Virtual Try-On: Inability to try jewelry before purchasing online.
Returns & Buyback: Limited options for return, replacement, or buyback compared to offline stores.
Delivery Time: Expectation of receiving jewelry within two days when shopping online.
Price Comparison & Opinions: Users compare prices, seek advice from family and friends, and prefer higher gold value as diamonds may not retain resale value.
Buying Preferences & Platforms
Preferred Shopping Devices:
Desktop/Laptops
Smartphones
Key Shopping Goals:
Purchase certified and authentic jewelry online.
Find modern and stylish jewelry for daily wear and special occasions.
Try jewelry virtually before buying.
Buy gold and diamond jewelry with confidence.
Experience a hassle-free shopping process.
Send online jewelry gifts to loved ones.
USER PERSONA
PROTOTYPE
Metrics to Measure Success
User Engagement
Website & App Traffic: Number of visitors on the platform.
Time Spent on Site/App: Average session duration per user.
Page Views per Session: How many pages users explore before exiting.
Bounce Rate: Percentage of users leaving without interaction.
Click-Through Rate (CTR): Engagement with banners, offers, and product pages.
Conversion Metrics
Add-to-Cart Rate: Percentage of users adding products to their cart.
Cart Abandonment Rate: Percentage of users leaving without completing a purchase.
Checkout Completion Rate: Users who successfully complete a purchase.
Purchase Rate: Total sales generated through the platform.
Trust & Retention Metrics
Repeat Purchase Rate: Percentage of returning customers.
Customer Reviews & Ratings: Number and quality of feedback on jewelry items.
Return & Exchange Requests: Frequency and reasons for product returns.
Customer Support Queries: Common concerns and resolution time.
Performance & Operational Metrics
Page Load Time: Speed of website and app performance.
Order Processing & Delivery Time: Efficiency of order fulfilment.
Customer Satisfaction Score (CSAT): Based on surveys and feedback.
Net Promoter Score (NPS): Measures customer loyalty and recommendations.