OYA · FOOD DELIVERY
Website & Product Photography
An online catalogue where customers could explore jewellery before enquiring or visiting a store.
ROLE
Website strategy and delivery, copywriting, photography and team training
CHALLENGE
Move product browsing online while supporting personal advice and in-store purchases
CHANNELS
Website, social media, WhatsApp and physical stores
01 · SUMMARY
Project overview
Lavingia needed a website and new product photography to support its existing sales process. Customers discovered jewellery online, but most purchases happened in-store, where they could see the pieces and receive advice.
After reviewing customer enquiries and speaking with staff, I recommended an online catalogue. Customers could explore the collection and identify pieces of interest before contacting the team or visiting a store.
The work covered website strategy and WordPress delivery, copywriting, product photography and catalogue setup. Staff training prepared the team to manage product uploads and updates after launch.
RESULT
The catalogue launched with more than 200 products. Staff reported more specific enquiries and less time spent supplying product images.
02 · CONTEXT
Finding the friction in the customer journey
A review of Instagram and WhatsApp enquiries, conversations with staff and observation of the sales process showed where customers needed more information.
They regularly requested additional images, product details and availability. Staff spent time photographing pieces and sharing them through messages, but that effort did not consistently progress to purchases.
The objective was to support more sales. A catalogue addressed the immediate problem better than an ecommerce checkout because customers still wanted personal advice and in-store viewing before buying.
Customers could explore the collection at their own pace and identify pieces of interest before contacting staff. Purchase conversations could then start with a clearer understanding of what they wanted.
03 · ROLE
My role
01
Website strategy and customer journey
Identified friction in the buying journey and defined the catalogue’s role between product discovery, enquiries and store visits.
02
Website delivery and content
Customised the selected design in WordPress, wrote the copy and organised product information.
03
Product presentation and discoverability
Produced the photography and worked on SEO, accessibility and mobile usability.
04
Launch and handover
Coordinated approvals and launch, then trained staff to manage updates.
04 · APPROACH
Support browsing and purchase consideration
Build around the buying journey
The client selected a design from several options I presented. We agreed on a sample product page and photography style before producing the full catalogue.
Products were organised into clear categories, making the collection easier to browse. Contact options connected product pages with enquiries and store visits.
Support product discovery and enquiries
The website copy and product information were developed around the questions customers asked before buying. The store team supplied the product details, while page introductions and calls to action helped customers understand where to browse and how to contact the team.
Search optimisation focused on page titles and product copy. Accessibility and mobile usability work covered navigation and the route from product pages to contacting the store.
Show the jewellery in detail
Product photography covered several angles and close-up details that customers had previously requested through messages.
More than 500 final images were delivered in under three months. An automated Photoshop workflow supported retouching and reduced editing time for complex pieces from around two hours to around one hour.
Make the catalogue part of the sales process
The website was linked from the Instagram bio and shared through WhatsApp and social media DMs. Staff could direct customers to the collection, then continue the conversation around their chosen pieces.
Training covered product uploads, catalogue updates and photography standards for future collections, so the team could maintain the catalogue after launch.
05 · RESULTS
More informed enquiries and store visits
Staff reported that customers sent product links, screenshots and names when enquiring. Customers also visited stores showing pieces they had found online.
Conversations started with a clearer understanding of what interested the customer. Staff could focus on specific products and buying questions while spending less time finding and resending images.
After training, the team managed product uploads and catalogue changes independently.
From June to August, GA4 recorded approximately 3,200 active users, with an average engagement time per active user of 1 minute 27 seconds.
