Case Study: Blue Nile achieves a 5% conversion increase with Luxoft’s Motivational UX redesign

Redesigning Blue Nile’s Customer Experience with Motivational UX™

Blue Nile, a retail jewelry brand, wanted to evolve its online catalog shopping experience into one that felt more like having a lifelong jewelry partner. To support this goal, Blue Nile worked with Luxoft’s design and innovation arm, Smashing Ideas, to redesign the customer journey, starting with its wedding bands line of business.

Luxoft used Motivational UX™ to reshape key pages across the site, improve search and filtering, add contextual help, and create a bespoke design language system that balanced trust, clarity, and luxury. The result was a simpler, more intuitive buying journey and a 5% increase in conversions, according to Blue Nile.

Blue Nile

Google Dave Fleischman

Chief Product Officer