Luxury Jewelry E-Commerce for BTS x Frank & Co

Portfolio project

💎 Luxury Jewelry E-Commerce for BTS x Frank & Co

Role: UI/UX Lead & Project Manager

About the Project

I led designed and project development of a limited 3-month campaign e-commerce platform for Frank & Co’s exclusive BTS TinyTAN jewelry collaboration.

The goal: craft a seamless, high-conversion shopping experience for luxury jewelry buyers — from homepage discovery to paid checkout — all within a high-AOV (average order value) market.

✨ Highlights

🚀 44.23% Add-to-Cart rate after login — over 3x higher than typical luxury jewelry benchmarks (~15%).

💳 23.88% Cart → Paid Transaction rate — outperforming industry average (~20%), boosting revenue per visitor.

👥 1.56% Visitor → Cart — above the jewelry sector’s 1.3% average.

💡 Impact

This short campaign proved that data-driven design can elevate conversion rates even in high-consideration purchases like jewelry. By optimizing user flow, strengthening trust signals, and streamlining checkout, we drove stronger purchase intent at every step.