Role

Sole Product Designer

Designing a discovery-first ecommerce experience for crystal shoppers

Crystal Pursuit is an e-commerce website for buying crystal-based products, including crystals, pendants, silver jewellery, and other collections.

The project started from scratch, with the goal of creating a simple shopping experience for beginners, gift buyers, and people already familiar with crystals.

One of the things I noticed while looking at other crystal websites was that people can look for products in very different ways.

Someone might already know the name of a crystal they want. Someone else might be looking for a particular color, while another person might start with an intention or chakra.

This led to four main ways of exploring the products:

For people who already know what they are looking for.

For people who are drawn to a particular color or appearance.

For people who approach crystals through chakras.

For people who have something specific in mind.

The main flow covers the journey from discovering products to completing a purchase.

Home → Discovery → Product Listing → Product → Cart → Checkout

Alongside the main shopping flow, there are collections for products such as pendants and silver jewellery, as well as profile and account pages.

The experience was also considered across desktop and mobile, with responsive layouts and an interactive prototype prepared for development.

A focus of the product page was keeping the information easy to scan while giving users enough context about the product.

Below the main product section, I added a Frequently Bought Together section to surface complementary products without taking attention away from the main purchase.

A consistent visual hierarchy was important across the website. The pages needed to make it clear what users were looking at, what information mattered most, and where they could go next

Imagery was also an important part of the experience, particularly for the collection and category pages. Since professional photography wasn't available for every collection, I used Midjourney to create visuals with the feel of a professional product shoot. The imagery was developed with a consistent direction so the different collections still felt like part of the same website.

This visual approach was carried through the homepage, discovery pages, product listings, product pages, cart, and checkout.

A visual showcase of the key parts of the experience:

Crystal Pursuit was a good exercise in thinking about product discovery within a familiar e-commerce structure.

The interesting part wasn't creating a completely different shopping model. It was figuring out how to give different shoppers different ways into the same product catalog, while keeping the overall experience simple and consistent.