Luxurious website re-design captures new audience.

Designing an opulent commerce experience that parallels the brand’s fine jewelry experience.

By the numbers


Increase in revenue


We got the best of both worlds [with Imagination Media and BigCommerce.]

- Blair Peterson, VP of Strategy, Dana Rebecca Designs

About Dana Rebecca Designs

Dana Rebecca Designs was founded in 2007 by Dana Gordon. Dana, a third-generation jeweler, encourages women to celebrate themselves daily. Her empowering message is to purchase pieces you love for yourself today. This connects deeply with their customers.

The Challenge

Site performance and friction points across the user journey limited the brand’s potential.

Specifically, Dana Rebecca Designs aimed to reduce above average load times and solve critical content issues. They needed expert guidance on how to improve BigCommerce performance, modify the user-experience, and a long-term partner to scale the online business.

The Solution

With these challenges in mind, Imagination Media proposed a Design Sprint and Performance Improvement Solution to solve complicated user experience issues and dramatically improve site speed. Through the design sprint process, Imagination Media collaborated with Dana Rebecca Designs across several design focused workshops including intensive consumer research, customer interviewing, heuristic analysis, data analysis, prototyping, and customer validation. The culmination of the information gathered enabled us to develop and launch a re-freshed and performant state-of-the-art experience for Dana Rebecca Design customers.

In tandem with the design sprint, Imagination Media solution architects conducted various performance audits and implemented a strategic performance improvement plan that successfully reduced load times that enabled the brand to achieve their goals and raise the bar on their growth potential.

Specific improvements included:

  • Custom home page

  • New PDP design

  • Improved cart page

  • Search improvement

  • Added IG carousel

  • Hover effect on category pages

  • Updated navigation tools

  • Custom scripts based on customer feedback

To Summarize

The outcome was a beautifully designed and more efficient website that rivals the luxurious experience customers receive in Dana Rebecca Designs’ flagship Chicago showroom.

Improvements on PDP yielded higher conversion rates. The site loads quickly, and an improved cart page facilitates the UX experience. Together, Imagination Media and Dana Rebecca Designs replicated luxury and accessibility through their new website.

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