• Client

    Augmont

  • Service

    UX & Product Design

  • Industry

    Gems & Jewellery

  • Company Size

    500+

The client

A B2B diamond commerce platform catering to professional jewellery manufacturers, wholesalers, and institutional buyers had positioned itself as a technology-forward alternative to traditional diamond sourcing — offering a digital marketplace where buyers could discover, evaluate, and procure certified diamonds at scale. But despite a compelling product proposition, the platform was creating friction at exactly the moments that mattered most: onboarding, product discovery, and trust establishment — the three experiences determining whether a professional buyer chose to build their sourcing relationship with the platform or walk away.

The problem

The platform’s user experience was misaligned with the expectations and workflows of B2B diamond buyers — professionals who approached sourcing with high commercial stakes, technical precision requirements, and a need for trust signals the existing design was failing to provide. Onboarding friction, inadequate filtering and discovery tools, and insufficient credibility cues were collectively suppressing the adoption and engagement rates the platform’s commercial model required.

 

  • Complex Onboarding Journey Creating Pre-Access Friction for B2B Buyers — The platform’s KYC and onboarding process was imposing excessive friction before users could access inventory — deterring professional buyers who expected a modern B2B experience and were unwilling to invest significant time in administrative processes before confirming the platform’s inventory met their sourcing requirements.
  • Inadequate Product Discovery and Filtering for Large-Scale Sourcing — Product listings, specifications, navigation, filtering, and inventory discovery workflows were not optimised for the high-volume, specification-intensive sourcing decisions that B2B diamond buyers needed to make efficiently. Finding the right stones quickly across multiple quality dimensions was unnecessarily difficult.
  • Insufficient Trust and Credibility Communication for Professional Buyers — The platform was not effectively communicating the trust and credibility signals — certification standards, sourcing transparency, pricing integrity, and client testimonials — that professional B2B buyers required before committing to a new procurement relationship. Despite these being core brand differentiators, they were underrepresented in the UX.

OUR SOLUTION

Worxwide conducted competitive research and applied UX best practices to identify whitespace in the B2B diamond platform landscape. The onboarding journey was redesigned with progressive KYC flows that captured business verification details gradually rather than upfront — reducing the commitment barrier without compromising compliance. Product discovery was optimised through improved information hierarchy, advanced multi-dimensional filtering, refined search, and a cleaner product listing architecture. Trust signals — certification-led UX, transparent pricing, testimonials, and value-driven storytelling — were systematically integrated throughout.

 

  • Progressive KYC Onboarding to Reduce Entry Friction — A redesigned onboarding flow introduced progressive KYC — capturing business verification details incrementally as users engaged with the platform — reducing abandonment among high-value professional buyers who needed to assess inventory quality before committing to the full onboarding process.
  • Optimised Multi-Dimensional Product Discovery and Filtering — Advanced filtering systems, improved search architecture, and a restructured product listing experience enabled professional buyers to navigate large inventory sets efficiently — finding diamonds meeting their specific quality, certification, and pricing criteria with the speed and precision that large-scale B2B sourcing demanded.
  • Certification-Led Trust Architecture and Value Storytelling — Certification badges, transparent pricing structures, supplier credentials, and client testimonials were woven throughout the platform experience as trust architecture elements — making the platform’s credibility visible at every stage of the buyer journey rather than confined to a single about us section.

Our work in action

The Impact

35% Improvement in Inventory Discovery Efficiency for B2B

The redesigned filtering, search, and product listing architecture reduced the time professional buyers spent finding relevant inventory by 35% — directly improving sourcing efficiency and making the platform competitive with the best B2B procurement experiences available.

More Trust-Driven Buying Experience for Professional Diamond Traders

Systematic integration of trust and credibility signals throughout the platform experience created a buying environment that professional B2B buyers found genuinely reassuring, increasing their confidence and willingness to transact on the platform.

Improved Conversion and Platform Adoption Among B2B Buyers

 The combination of reduced onboarding friction, better discovery tools, and stronger trust architecture drove improvement in platform adoption and first-order conversion rates — demonstrating the UX transformation had materially improved the platform’s ability to convert professional buyer interest into commercial relationships.

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