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, recycling, and investment products such as gold savings plans. The digital experience must reflect both their heritage and their comprehensive product ecosystem.
My focus within the project: UX strategy, user-journey optimization, and UI design to simplify navigation, strengthen product discovery, and support complex pricing logic.
Services provided
UX/UI Design
Team
iSA
01
Customer Journey
Background and Challenge
Degussa offers a wide span of services and product categories, from investment gold to jewellery, which required a clear and intuitive way to structure the website. The jewellery line needed more visibility, while gold coins—their most popular product—had to be presented in a highly scannable format. Additional services such as the gold savings plan needed seamless integration into the navigation. A major technical challenge was Degussa’s 15-minute price-freeze mechanism: once the first item is added to the cart, prices remain locked for 15 minutes and reset only if no items remain. Communicating this transparently and integrating it smoothly into the user flow was essential for trust and clarity.
Approach
We analyzed user expectations across all product and service categories and reorganized the structure to support clear paths, stronger product emphasis, and a more predictable shopping experience. To handle the dynamic gold pricing, the website needed transparent, real-time feedback so users always understood when and why prices were locked.
Implement a clear structure for product categories, highlighting jewellery and investment coins.
Create easily scannable listings for popular coin products.
Integrate the gold savings plan smoothly into the service landscape.
Build a price-maintenance mechanism that alerts users when the 15-minute timer expires.
The improved architecture gives users clear guidance through Degussa’s extensive offering, balancing promotional needs with practical findability. The transparent handling of price maintenance strengthens trust, while a refined service structure supports both beginners and experienced investors. The result is a more approachable, cohesive, and conversion-friendly experience.
02
Gold Sale Shop
Background and Challenge
Selling gold requires a distinct user journey compared to purchasing. Most users already know what they want to sell, so browsing-oriented patterns or upselling do not apply. Clear orientation and fast product identification were the priority. As in the purchase shop, Degussa’s 15-minute price-freeze mechanism needed to be integrated for dynamic pricing. Logistics also influenced the flow: shipments below 5 kg can use Degussa’s carrier service for an extra fee, while larger quantities require users to arrange shipping themselves. For jewellery or dental gold without fixed value, users needed an approximate estimate before deciding to send in their items.
Approach
We created a dedicated sales environment with its own structure, visual cues, and guidance tools to help users find their product quickly and confidently. The experience mirrors the purchase shop where beneficial, but with tailored logic for selling workflows.
Separate purchase and sale shops with clear top-level navigation and direct switching options.
Replace the cart icon with a parcel symbol to reflect the act of sending items, not buying.
Introduce a guided "product finder" for metal type, form, and model recognition.
Mirror the purchase-shop layout on product detail pages for consistency.
Add an estimated-worth calculator for jewellery or dental gold, and condition-based pricing for bars and coins.
The sale shop gives users a straightforward, confidence-building path to identify their items and understand expected value. With tailored workflows, a supportive product-finder, and clear guidance for logistics and pricing, the experience meets users’ specific needs while maintaining visual and structural harmony with the purchase shop.
