De Beers Group: Diamond Verification Instruments Website Launch

Client

De Beers Group – Diamond Verification Instruments (DVI)

Scope

UX Design, B2B Digital Experience, Scalable Design Systems, Website Launch

Project Overview

De Beers Group needed a dedicated digital platform to showcase its Diamond Verification Instruments (DVI). It is a suite of advanced technologies that are developed to detect synthetic diamonds, giving confidence to both the industry and consumers, while underpinning the Group’s commitment to diamond integrity.

The project involved elevating the digital presence of these instruments and ensuring a smooth, professional customer experience online.

Aimed at a global B2B audience of manufacturers, retailers, and labs, the new website had to drive qualified leads while clearly communicating the technical features and value of each product.

Challenge

The previous DVI presence was mainly offline, fragmented, overly technical, and not optimised for B2B customers. Visitors struggled to compare instruments, understand their capabilities, or reach out confidently. The key challenges were:

• Low product discoverability
• Poor enquiry conversion rates
• Complex technical content without clear value communication
• No foundation for online presence, tech support or future product expansion

My Role

I collaborated with stakeholders across product experts, R&D, sales and tech support to reimagine the digital experience from the ground up.

• Oversaw the end-to-end design process, ensuring alignment between business goals, user needs and delivery.
  
• Collaborated with product experts and R&D teams to translate complex technical features into accessible content.
  
• Balanced technical accuracy with user-centric clarity, ensuring that the instruments were presented in a way that inspired trust and usability.
  
• Designed intuitive user flows for B2B audiences.
  
• Created scalable architecture to support future product addition.
  
• Optimised CTAs and enquiry forms to drive qualified leads.
  
• Worked closely with the UI, copywriting and development team at Brave Digital, collaborating on interface design, clear, compelling product narratives and interactive design.
  
• Took on a product management role, defining priorities, managing timelines, and ensuring smooth coordination across teams.

Design Approach

1. User-centred Strategy

• Conducted stakeholder interviews and user research to understand the needs of gemologists, retailers, and supply chain managers.
• Mapped user needs across segments (retailers, labs, distributors) to identify friction points and key decision criteria.
• Mapped site architecture and user journeys to identify friction points in product discovery and enquiry submission.

2. Conversion-Focused UX Design

• Restructured content around value-driven exploration, enabling users to browse by use case, technical specs, or diamond verification goals.
• Designed clean, modular layouts that highlight product benefits and technical specs.
• Designed an intuitive, conversion-oriented interface with clear CTAs, comparison tools, enquiry pathways and simplified forms.
• Prioritised clarity and trust-building through visual hierarchy and content tone as the diamond authority and expert.

3. Scalable Information Architecture & Future-Readiness

• Ensured modular templates and a flexible CMS structure are built to support new product additions and accompanying content, without UX degradation.
• Developed reusable components for product pages, FAQs, and technical documentation.

4. Collaborative Content Development

• Worked closely with product and R&D teams to ensure accurate representation of complex features.
• Translated technical language into digestible, benefit-driven messaging for B2B audiences.

5. Technical Translation

Worked closely with product experts and R&D teams to distill complex instrument capabilities into accessible, benefit-led narratives and visuals.

6. Design and Product Management

By coordinating design, copy, product management and development, I ensured the platform presented a cohesive experience:

• UI design was refined for clarity and consistency, simplifying technical details into intuitive layouts.
  
• Copywriting was tailored to speak to both technical experts and broader trade audiences, reinforcing trust in the instruments.
  
• Timeline and deliverable management enabled the team to hit key milestones without compromising quality.

Business Impact

The redesigned DVI website launched with significant business and UX wins:

• +55% increase in qualified sales leads in the first 3 months.
  
• +60% improvement in product enquiry conversions, driven by redesigned CTAs and simplified enquiry forms.
  
• Improved product discoverability through optimised navigation and filtering.
  
• Elevated global digital presence, reflecting De Beers’ leadership in diamond verification innovation.
  
• Technical clarity, enabling buyers to make informed decisions with confidence.
  
• Future-ready design, supporting scalable product expansion.

Conclusion

The DVI website launch marked a significant leap forward in De Beers Group’s digital strategy. By combining conversion-focused UX design with scalable architecture and collaborative content development, we delivered a platform that not only reflects the brand’s authority but also drives measurable business growth.

What I Learned

Designing for B2B doesn’t mean sacrificing clarity or creativity. This project reinforced the power of UX to translate technical excellence into commercial impact by meeting users where they are, guiding them with simplicity and clarity, and designing pathways that convert interest into confident action.

View the live website at verification.debeersgroup.com