Degussa
Degussa Goldhandel is one of Europe’s leading independent precious-metal dealers, offering gold, silver and platinum bars and coins across online and physical branches. Their services include secure storage and investment products such as gold savings plans. The digital experience must reflect both their heritage and their comprehensive product ecosystem.
I was responsible for UX and UI design, with a strong focus on optimising user journeys to create intuitive and efficient digital experiences.
Fields
UX/UI Design
Team
iSA
01
Customer Journey
Background and Challenge
Degussa’s website needed to accommodate a broad and diverse offering, ranging from investment products like gold coins and savings plans to jewellery and additional services. Structuring this variety in a way that felt intuitive and easy to navigate was a central challenge. Certain products required different levels of emphasis: jewellery needed stronger visibility, while gold coins had to be presented in a way that supported quick recognition and comparison. In parallel, Degussa’s 15-minute price-maintenance logic introduced additional complexity. Because precious metal prices fluctuate constantly, this mechanism needed to be communicated clearly to avoid confusion and build user trust.
Approach
To address these challenges, we restructured the information architecture to better reflect user priorities and product relevance. The goal was to create predictable navigation paths and improve clarity across all product categories, while ensuring that time-sensitive pricing logic was clearly visible and understandable throughout the shopping experience.
Define a clear hierarchy for product categories and services
Improve scannability for popular investment products such as coins
Integrate services like the gold savings plan into the navigation flow
Introduce visible, real-time feedback for the price-maintenance timer
The revised structure helps users navigate Degussa’s offering with greater confidence and ease. Clear product categorisation and transparent price communication reduce uncertainty and support faster decision-making. Overall, the updated experience balances clarity, trust and usability, resulting in a more coherent and conversion-oriented platform for both new and experienced investors.
02
Gold Sale Shop
Background and Challenge
Selling gold follows a different user journey than purchasing. Users usually arrive with a clear goal and specific item in mind, making quick orientation and precise identification more important than browsing or upselling. The challenge was to support this focused behaviour while staying consistent with Degussa’s overall platform. Additional complexity came from logistics and pricing: shipping rules vary by weight and items like jewellery or dental gold require an early, realistic value estimate to build confidence.
Approach
The sales experience was built on the same core structure as the purchase shop to preserve familiarity and recognisability. Coin categories, navigation logic, and page layouts follow the established purchase flow, reducing cognitive load and helping users orient themselves immediately. On top of this familiar foundation, selling-specific workflows and interaction patterns were introduced to support fast identification and confident decision-making.
Mirror the core structure of the purchase shop, including category logic and coin organisation, maintain a consistent UI to ensure recognisability across both buying and selling contexts
Separate purchase and sale shops with clear top-level navigation and direct switching options
Introduce a guided product finder for quick identification by metal type, form, and model
Replace the cart icon with a parcel symbol to reflect the act of sending items rather than buying
Provide estimation tools for variable-value items and condition-based pricing for fixed-value products
The sale shop delivers a focused and confidence-building experience while remaining visually and structurally aligned with the purchase environment. By combining a familiar foundation with purpose-built selling workflows, users can quickly find their products, understand pricing expectations and proceed without friction. The result is a clear, trustworthy journey that supports both efficiency and user confidence.
