Root diamonds

Story

I had the opportunity to collaborate with a long-time friend on a socially conscious e-commerce platform that directly connects diamond purchasers to the land owners in Africa who mine them. This unique value proposition of providing full transparency and fair profits makes each diamond purchase impactful. As the lead UX Designer, I partnered closely with the founder to craft user flows that brought the inspiring backstory of each diamond to the forefront. My responsibility was to build an intuitive, seamless purchasing process that highlighted the meaningful social impact at every touchpoint. Through clean, engaging designs I aimed to educate customers on the store's mission of empowering mining families rather than corporations. This project allowed me to leverage my user-centered design expertise to create a website that transformed an everyday transaction into a fulfilling, purpose-driven experience.