← All work
Luxury B2C website Craft

Reimagining client services for one of the world's most iconic jewellery brands

Client
DeBeers
Role
Product designer — client services
Surface
B2C website
01 — Context

Digitising discretion without losing it

1
brand brief — translate in-person discretion into a digital-first experience without losing its character

DeBeers' client services had lived in-person or by phone. Moving it online meant preserving the same discretion and care. It could not read as a standard support page.

De Beers existing client services page
02 — Insight

Luxury clients don't search. They expect to be anticipated.

8
luxury brands audited — none treated client services as brand-level UX

The friction wasn't finding information — it was the feeling of having to search. Everything had to surface as if anticipated. Auditing eight luxury competitors confirmed most treated client services as utility, not brand.

De Beers competitor analysis
03 — Process

Removing the patterns of conventional support UX

4
service categories — care, personal shopping, bespoke commissions, and provenance

Categories mirrored how a boutique team would triage a conversation. Each opened into an editorial-style experience where typography and whitespace did the work. Every click felt like a considered step, not a navigation event.

De Beers design system and component exploration
04 — Final design
De Beers final screens
De Beers final screens De Beers final screens
De Beers final screens
0
Revisions from brand and legal
42%
Increase in time on page post-launch
1
Editorial system adopted site-wide
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