Jewelry Website Redesign and User Experience Enhancement

1. Project Analysis

My client is a artisan jeweller who makes and runs the business by herself. This has meant that over the years her website has been added to and evolved as the business has grown, but the design and user experience side of things has been neglected. So not only did the site need redesigning, but she also wanted to drive more traffic through, so a new content strategy was needed as well.

2. Research

I started with doing some market research and getting some key takeaways that she could action immediately, along with customer journey map to explain where we needed to target a customer to keep them engaged and complete the buying process across platforms.

3. Design Process

We looked at the current site using a whiteboard so that we could collaborate on new layout ideas and decide how to organise the site’s content in a more hierarchal way, thinking about the buying experience throughout.

The market research lead me to designing a new website that focused on the shopping experience - making it feel like a luxury editorial magazine that you want to browse through and explore.

I created a photography look that reflected the spirit of a printed magazine:

I used a premium feeling font and soft neutral colours that made the silver jewellery pop off the screen

Home page:

Bespoke page:

There is also a bespoke service that’s provided which allows people to come straight to the owner with a wide range of requests. This is very popular and so we wanted to show off the range of those services and make the ordering process very reassuring and clear to the customer.

Product page:

The resulting site is now much more customer friendly and mobile focused, with clear calls to action, and plenty of additional resources to discover more about the processes and services available.

This is how we take market research and use it to shape design outcomes.