Define Design & Strategy
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Caratlane.com

CaratLane is the biggest online jewellery company in India that recently opened 6th store in Bangalore and 39th in country. Caratlane has an omni channel approach to their retail, with the business selling online as well as in physical stores. CaratLane’s inventory includes diamond jewellery and gold coins.

We were asked to redesign their e-commerce website, integrating the omni channel aspect of retail to it and over hauling the consumer’s experience while using their product.

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  What’s in a location?  Answer: A Lot! We visualise a future with location-based browsing for a seamless omni-channel experience, where we know where users are located, what products are available in the store nearest to them and how far they are from that nearest store.  Keeping these in mind, we took the first step where the pincode became an integral part of our core design with which the user could access our location-based services — Designs available at Store, Deigns available for Try@Home & Fast Delivery ( We are calling ‘Ready to Ship’ as ‘Fast delivery’ now — the mental term our users use while seeking it)

What’s in a location? Answer: A Lot! We visualise a future with location-based browsing for a seamless omni-channel experience, where we know where users are located, what products are available in the store nearest to them and how far they are from that nearest store.

Keeping these in mind, we took the first step where the pincode became an integral part of our core design with which the user could access our location-based services — Designs available at Store, Deigns available for Try@Home & Fast Delivery ( We are calling ‘Ready to Ship’ as ‘Fast delivery’ now — the mental term our users use while seeking it)


 Discoverability is a key feature of product design. If you can’t find it, you can’t use it — This principle drove the simplification of the Navigation. We made the hierarchy visual — assisted with clear typography, we made the menus easier to navigate.

Discoverability is a key feature of product design. If you can’t find it, you can’t use it — This principle drove the simplification of the Navigation. We made the hierarchy visual — assisted with clear typography, we made the menus easier to navigate.


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