Translating luxury craftsmanship into digital experiences that guide customers from discovery to custom creation.

Christopher Duquet is an exclusive jewelry designer who creates custom pieces in-studio through collaborative artisanship. Despite their exceptional in-store experience, their website suffered from dense content, confusing navigation, and unclear user journeys. The site failed to communicate its bespoke process effectively to distinct customer segments, creating barriers between potential clients and the luxury experience it offers.

Persona-driven content strategy and navigation architecture

Our focus was to transform the digital experience to match the personalized, luxurious in-store journey. Through comprehensive persona research and content strategy, we created clear pathways for each customer segment while showcasing the unique craftsmanship process that sets Duquet apart in the luxury jewelry market.

The Results

Sophisticated e-commerce redesign with elevated visual experience

Our partnership led to a digital experience that captures the essence of bespoke luxury craftsmanship while streamlining customer journeys across multiple user segments.

Strategic Content Architecture

Through stakeholder interviews and user research, we developed distinct persona-based content guidelines that addressed the unique needs of each customer segment. This research-driven approach informed a complete information arhitecture redesign that reduced navigation complexity and created clear pathways to appointment booking and jewelry browsing.

Enhanced User Experience

The redesigned site elevated the overall aesthetic to match the luxurious in-store experience. We honored e-commerce user habits despite lacking a traditional check-out process—their custom designs can only be purchased in-store or upon personal requests. The new design significantly improved site navigability and reduced user frustration through intuitive calls-to-action, recategorized inventories, and streamlined customer journeys.