Jewelry Chichkhane : Luxury retail webiste Redesign

Project Overview

• Client: Joaillerie Chichkhane, a luxury jewelry and watch retailer.
• Role: Product Designer leading the website redesign.
• Timeline: October 2023 – December 2024
• Business Need: Address declining sales and an outdated UI that misrepresented the brand's luxury image.

Problem Statement

The old website's cluttered design, poor imagery, and limited filtering hindered product discovery and sales, harming the user experience.

Project Goals

• Improve navigation and product discoverability to reduce bounce rate.
• Create a visually stunning website that reflects the brand's luxurious image.
• Enhance overall customer satisfaction for an exclusive online shopping experience.

User Research & Insights

Glimpse of the old version

for the context the website was built in 2010 and was cutting edge for its time but as everything evolves so does the web .

Online version of the website

Potential user and their motivations

User personas & empathy maps

Research findings

Interview data results

Defining the Strategy & Solution

Visualizing the current-state user journey, highlighting the frustrations or obstacles identified by our users.

Breaking down the solution into small, specific tasks from the user's perspective



From our finding we tried to sketch a simplified navigation for our site driven by the data we gathered

Wireframes and User flows



Fews of the early wireframes sketches



Simplified User flow example

Solution and final product

Glimpse of the web version



Glimpse of the mobile version

Design system foundations

Design system components

Impact and Results

Our redesigned website for Joaillerie Chichkhane aimed to address declining sales and elevate the brand's online presence. Let's see how we achieved the project goals:

1. Enhanced Navigation and Product Discovery:

• Reduced Bounce Rate: By implementing a clean, intuitive navigation system and improved product search functionalities, we successfully reduced the website's bounce rate by 15% This indicates that users were more engaged and found what they were looking for with greater ease.

2. Visually Stunning Representation of Luxury:

• User Feedback: Conducted usability tests with 10 different users yielded positive feedback on the website's aesthetics. Users consistently described the design as "luxurious," "sophisticated," and "befitting of the Joaillerie Chichkhane brand."

Next Steps: Personalized Journey Awaits

While the initial launch proved highly successful, we're committed to continuous improvement. Future iterations will focus on incorporating a user login system. This will allow customers to create personalized accounts, track past purchases, and potentially save favorite items for a more streamlined shopping experience.

By exceeding our initial goals, we've laid the groundwork for Joaillerie Chichkhane to cultivate a loyal online customer base and solidify its position as a leader in the luxury jewelry and watch market in Tunisia





Full project here

Full project here

Hope you like it !



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