Case Study

Puting Ilyes Bijoux customers first

Increasing online revenue by 6x with a customer-centric approach

Ilyes Bijoux (IB), a leading jewelry company in the largest country in Africa, has garnered over 2 million social media followers. Known for its wide range of mid-priced jewelry, updated weekly with trends and special collections, the company enjoys a high Repeat Purchase Rate (RPR). This strategy turns customers into collectors and significantly reduces the time between purchases.

However, the COVID-19 pandemic severely impacted Ilyes Bijoux’s physical stores, forcing the company to rely heavily on its outdated online store as the main sales channel. This shift brought challenges due to the company’s unfamiliarity with online commerce, user friction, and the system struggling with a high number of products and customers.

To address these challenges, the team at Ilyes Bijoux recognized the need for a robust partner. In 2020, Ilyes Mostefa Kara, the Chairman and CEO, approached us with a vision to transform customer experience and satisfaction. He believed that our expertise in human-centered design and technical innovation would achieve the best outcomes for his company. His collaborative spirit and willingness to embrace innovation made our partnership seamless and productive.

Breaking User Journey Bottlenecks

We began by conducting a through audit of the current online store. Ilyes Bijoux uses social media to engage customers through jewelry galleries. However, the social media links lead to a general gallery on the website’s landing page instead of specific products, making it difficult for customers to find what they’re looking for among the numerous collections.

To address this, we designed a new landing page inspired by Pinterest boards, optimized to manage over 5,000 products and an extensive range of collections. Instead of generic galleries, we introduced collection thumbnails, allowing users to navigate more intuitively and quickly find specific items.

Prioritizing Mobile Experience

By analyzing audience data from Google Search Console and Google Analytics, we identified that 89% of Ilyes Bijoux’s customers accessed the website through mobile devices. This insight led us to prioritize mobile optimization to enhance the user experience and increase conversions.

Products Discovery

The extensive range of similar products made it hard for customers to find specific items. To address this, we implemented smart search, added a "similar products" section on product pages, and flattened the complex nested categories into easy-to-use tag filters, improving product discovery and the overall shopping experience.

The high volume of products made naming difficult, resulting in long descriptions. To address this, we removed the product title from the product cards in the discovery view and replaced it with the material, which was more relevant to users.

We redesigned the homepage and collections to feature trending items and personalized suggestions, making it easier for customers to find products.

Product Page

We consolidated key details—type, size, and delivery options—into a single, easy-to-navigate section, simplifying the purchase process.

Ilyes Bijoux also serves wholesale buyers, so we added a "quick add to cart" feature and quantity adjustments for each product variant. We also improved product discovery to make bulk ordering faster and easier.

Cart and Checkout

We streamlined the cart and checkout process to reduce friction and boost conversions. A floating cart button now appears whenever items are added, giving customers quick access to their cart and a faster path to checkout. We simplified checkout by consolidating all steps into a single page and minimizing the required fields. Additionally, the address is automatically filled based on the user's location, and we introduced a "quick reorder" feature to make repeat purchases seamless for returning customers.

Web and Mobile Apps

We implemented Server-Side Rendering (SSR) to improve performance by loading pages faster and optimizing SEO, ensuring a smooth experience across devices. Focus on accessibility was a priority, with features designed to meet WCAG standards, making the site usable for all customers, including those with disabilities.

To accelerate development and maintain a consistent user experience, we built native mobile apps using WebView technology. This allowed us to reuse the web interface while delivering a seamless experience on both mobile and desktop platforms.

Results

Following the challenges posed by the COVID-19 pandemic in 2019, Ilyes Bijoux's online store became the primary sales channel, driving significant growth.

Their strategic approach and expertise elevated our online sales, their ongoing support is key to our success.

Ilyes Mostefa Kara, Chairman of IB

The strategic improvements we implemented streamlined the user experience and led to a 400% increase in revenue within the first year post-redesign. Additionally, repeat purchases grew by 75%, and customer retention improved by 68%, further solidifying Ilyes Bijoux's position as a leader in the jewelry industry. These outcomes underscore the effectiveness of our approach in transforming their digital presence and adapting to the evolving market landscape.