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A new online home for one of the world's biggest miners of precious gemstones.

Launch Site

Gemfields is a world leading supplier of responsibly sourced coloured gemstones. They commissioned Chaptr to completely redesign and rebuild their entire online presence with a brief to make navigation more intuitive and logical and produce a feature rich immersive new corporate site.

Launch Site

The Brief

The brief was to consolidate their existing web presence, improve the convoluted navigation and user journey and create a truly immersive online experience. As well as being more logically structured and intuitive, the site had to position Gemfields as pioneers of the marketing of precious gemstones with trend-setting visual design and immersive web technology.

After multiple rounds of fact finding and research we broke down the process into the following steps.

  • Card Sorting
  • Wireframing
  • Prototype Design
  • User Interviews
  • Creative Direction
  • Web Development

Expert Knowledge, Presented Beautifully

Gemfields were keen to showcase their leading expertise in a rich and engaging way. We took their insight and created an encyclopaedia of geological information with innovative interactive features.


Hover to see detail

Illustrative Maps Powered by Google

We heavily customised Google maps to illustrate the origins of each stone and the geography of Gemfields’ many mines.

Feature Rich

Interactive sliders present more technical mineralogical information in an engaging and immersive way.

Seamlessly Responsive

The site was heavily tested across all modern browsers and a wide array of devices. The mobile and tablet experience is just as informative as the full desktop version with content being arranged especially for smaller screens.

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