Leading
Diamond
Company
INDUSTRY
Jewellery
CATEGORY
Service & Experience Design
A leading diamond company, known for its significant role in the global diamond industry, holds the title of the largest producer and distributor of diamonds worldwide. Operating through various subsidiaries and brands, this company engages in multiple aspects of the diamond trade, such as mining, trading, and retail. They sell a high percentage of the world's rough diamond production by value through its global Sightholder and auction sales businesses.
Brief
The company's digital transformation strategy, named Moonshot, aims to secure future success beyond the diamond industry. It focuses on enhancing existing digital capabilities and creating new products and services for long-term viability and sustained growth.
At its core, this strategy involves developing a central platform for ordering rough diamonds that will evolve to enable diamond recycling, facilitate connections between retailers and manufacturers, and expand direct-to-consumer interactions. Collaborating with AWS and Curtis Fitch, the company is embarking on this transformative journey, initially concentrating on B2B services for Sightholders and Retailers associated with the company's brand sphere (DBJ & DBFM).
The initial phase of Moonshot H2 offers valuable features or business partners to leverage. To ensure adaptability as the business evolves, Accenture has been engaged to propose an approach for delivering Phase 1 of Moonshot H2.
Objective
I actively participated in the planning and strategic design process for the organisations long-term growth and expansion objectives. Our aim is to develop and introduce a unified business-to-business (B2B) platform that connects various stakeholders, including Sightholders, polished wholesalers, DJ manufacturers, and retailers. This platform will provide traceable Code of Origin (CoO) diamonds, CoO jewelry, and related services.
The project, known as Alpha Products, will be rolled out in phases. Initially, two Sightholder-facing services will be tested and launched using the same platform to ensure alignment and success in the market.
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For this particular opportunity, Stage 1 of the platform initiative involves establishing the foundational base platform that supports the essential features required by Alpha Connect and Curate. This will serve as a solid groundwork for future use cases. In Stage 2, the platform will be enhanced to support the functionality of other project streams. Subsequent stages of the current project will then focus on introducing additional Alpha Products and expanding the range of B2B offerings.
The role I played in Mapping the
Experience
As part of this initiative, I led the strategic design process, which involved conducting and synthesizing research to inform our approach. I oversaw the development of a service blueprint and prototypes for an internal software platform designed for a diamond manufacturer. Due to non-disclosure agreements, I cannot provide specific details about the project. However, I can share that our aim is to create a new digital experience for their clients, revolutionizing the way users interact with their current offerings.
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In my role as the experience lead, I crafted a functional framework and defined the user experience for the client's internal digital platform. This was achieved by translating the client's product vision into service design blueprints and information architecture. The outcome was the creation of high-fidelity prototypes that allowed the clients to visualize and interact with the system before it goes into development and testing.
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To ensure comprehensive insights and mitigate risks, I designed and facilitated co-creation workshops with key stakeholders. These workshops helped identify potential risks, validate existing assumptions in the current diamond transaction process, and uncover opportunities. Additionally, they allowed us to effectively translate client requirements and address the challenge of not directly engaging with end users of the platform.
Aim
In order to enhance customer loyalty and add value through existing retailer relationships, we adopted a strategic approach that focuses on differentiation. Our plan involved the development of a B2B marketplace and a range of services that will not only stimulate the consumer market but also drive B2B-to-consumer (B2B2C) adoption in the first wave. Our goal is to differentiate DB Diamonds in B2C retail by introducing new value streams and increasing revenue through a curated B2C marketplace or expanding our direct-to-consumer offerings in the second wave.