The existing website had a static design and made it difficult for customers to navigate the product catalogue. This was particularly noticeable when customers were searching for the right watch strap, where poor product discovery could result in mismatches and unnecessary returns.

Bablas also relied on telephone calls for appointment bookings, creating an additional step for customers looking to arrange in-store services. At the same time, displaying prices only in GBP created friction for international visitors and made the buying experience less intuitive for customers shopping from overseas.

Magneto IT Solutions worked with Bablas to modernise its Magento eCommerce platform and address these issues across the customer journey.

The website was redesigned with a more dynamic UI and improved navigation, creating a cleaner and more intuitive shopping experience.

A custom product navigation and strap finder helped customers identify suitable watch straps more easily, reducing the likelihood of product mismatches. Elasticsearch and tailored product listings further improved product discovery and search.

For international customers, an automatic currency switcher detects the visitor's location and displays pricing in the relevant local currency, making the purchasing journey more accessible across markets.

The existing telephone-based appointment process was also replaced with an online in-store booking feature, allowing customers to schedule appointments directly through the website.

The result was a more scalable and user-friendly Magento store that connected product discovery, international pricing and appointment booking within a more seamless jewellery shopping experience.

For Bablas, the project demonstrates how targeted eCommerce improvements can address very specific customer journeys rather than simply redesigning a website.