Diamond search: improving the user experience of buying loose diamonds online

  • Authors:
  • Maren Costa;Gianna Curran;Devraj Varadhan;Sylvia Olveda

  • Affiliations:
  • Amazon.com, Suit, Seattle, WA;Amazon.com;Amazon.com;Amazon.com

  • Venue:
  • DUX '05 Proceedings of the 2005 conference on Designing for User eXperience
  • Year:
  • 2005

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Abstract

Loose diamonds present several challenges to the e-commerce world:1. Each loose diamond is a one-of-a-kind occurrence in nature.2. Buying a loose diamond is frequently an intimidating, emotional, expensive, high-commitment event.3. Selecting the right stone is often a series of compromises over a series of interdependent parameter ranges. A customer may start with one or more relatively fixed parameter range, for example, price and/or carat weight, and he may be willing to compromise on other parameter ranges, for example color, cut, and/or clarity, in order to meet his goals.This case study examines the development and deployment of a dynamic, visual, usable, confidence-building, diamond search tool, and a user-centric, end-to-end online shopping experience for loose diamonds.