UX Research & CRO Strategy for a luxury jeweler

Queensmith is a premier luxury engagement ring brand located in the heart of London’s Hatton Garden. Their business is built on bespoke craftsmanship, offering fully customizable products that represent both a significant financial investment and a profound emotional milestone for their customers.

The client

The challenge

Selling custom luxury jewelry online is inherently complex. The process requires a level of industry knowledge—regarding diamonds and settings—that the average consumer lacks. Furthermore, the high price point and emotional weight of the purchase mean that most customers prefer an offline consultation. The primary challenge was to bridge this gap: the website needed to simplify technical jargon, build immense trust, and seamlessly drive users toward booking an in-person appointment.

My role

I joined the project following a comprehensive UX research phase. My role was to translate those raw insights into a high-impact testing roadmap, focusing on increasing appointments and improving engagement with Product List Pages (PLPs) and Product Detail Pages (PDPs).

Roadmap and Behavioral Hypothesis Development

Using the initial research as a foundation, I developed a series of hypotheses rooted in behavioral science. I prioritized these based on their potential to reduce cognitive load and increase "ability" within the Fogg Behavior Model. This resulted in a six-month strategic roadmap designed to account for both quick wins and long-term iterations.

Experimentation: A/B and MVT Testing

I managed the end-to-end execution of A/B and Multivariate (MVT) tests, coordinating with designers and developers to bring strategic concepts to life.

• Filter Redesign: One of the most successful tests involved a complete overhaul of the product filters. By focusing on intuitive categorization, visual cues, and simpler language, we made the diamond selection process accessible to non-experts. This led to a +20% increase in conversions.

• Core Page Redesigns: I ran extensive tests on the homepage and PDPs, optimizing the layout to highlight trust signals and simplify the booking journey.

• Impact: These experiments contributed to an incremental revenue increase of several hundred thousand pounds per year.

UX Reviews for Strategic, Low-Traffic Pages

For high-value pages that lacked the traffic volume for statistically significant A/B testing, I conducted deep-dive UX reviews. By combining data from GA4, Hotjar, and Clarity with a rigorous heuristic analysis, I developed design briefs and copy recommendations to eliminate friction points.

Accessibility and Project Orchestration

I balanced the rapid pace of CRO with longer-term development projects, such as site-wide accessibility updates and new digital user journeys. I acted as the guardian for accessibility standards, ensuring that color contrast and copy remained inclusive, while ensuring that large-scale technical updates did not clash with our active testing pipeline.

Results

The strategy resulted in a high success rate across the testing roadmap. While some tests provided neutral or negative results—offering invaluable learning opportunities—the overall impact was a significant uplift in user confidence and a measurable increase in annual revenue.