Case study · Deloitte · 2024
The digital debut of a heritage jewellery house.
I designed the storytelling website and the e‑commerce store for Indriya, Aditya Birla Group's jewellery brand. Both are live at indriya.com.
- Platform
- Adobe AEM + Commerce
- Timeline
- 10 weeks to launch
- Team
- 1 lead, 4 designers
- My role
- UI, prototyping, design system
The brand
Indriya is a window to the timeless allure of Indian heritage, set against a modern backdrop. We carried that idea online: a website that unfolds like a lookbook, and a store that takes people from first glance to the showroom.
The challenge
Asking people to trust a new name with their gold.
- Earning trustBuyers stay loyal to the family jeweller they have known for generations.
- Online to in‑storePeople browse on the web, but most gold is still bought at the counter.
- Holding attentionThe brand needed stories strong enough to make people stay and explore.
Chapter I · Brand storytelling
A website that reads like a lookbook.
Every collection unfolds as you scroll, paired with its origin story, poetry and motion. Browsing feels like turning the pages of a lookbook, not scanning a catalogue.
- Scroll‑told collection pages
- Lookbooks for bridal, festive and everyday
- AI‑assisted imagery and a poetic content voice
- Custom micro‑interactions on every story
Chapter II · E‑commerce
A storefront for 37,000+ designs.
The store had to sell fine jewellery online and still send people to a showroom. Product pages lead with purity, weight and price, with store finder and appointments one tap away.
Hover the screens to scroll the live homepage
- BrowseBy category, karat, occasion and price
- DecidePurity, weight and live gold pricing on every product
- SaveWishlist and shareable picks for family decisions
- VisitStore finder, pincode check and appointments
Chapter III · Micro‑interactions
Small moments that make it feel precious.
Colour switches that restyle a whole edit, carousels that turn like lookbook pages, panels that open on touch. Each one was prototyped in Figma before it went to AEM.
60+ screens and 50+ components, designed and shipped in 10 weeks.
Brand system
Crafted like the jewellery.
Click a swatch to copy its hex.
Inside the full case study
The process, on request.
Research and strategy are covered by NDA. I walk through them live.
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Let me walk you through it.
Live client work from my time at Deloitte. Email me and I’ll share the research, iterations and design system.