E-commerce Jewellery Website

UI/UX Case Study

Project Overview:

As a solo UI/UX designer, the challenge was to revamp the Gold and Gems Jewellery e-commerce platform to provide a seamless and visually engaging experience for users.

Background:

With the existing platform facing user experience challenges and increased competition, a redesign was essential to enhance user satisfaction and align with industry standards.

Project Goals and Objectives:

Elevate the design with a taste of minimalism and premium feel which can be appealing visually while maintaining a user-friendly interface.
Improve navigation in the main 4 screens which have the most customer interaction percentage.
Increase user engagement and conversion rate

User Research & Competitive Analysis:

Conducted discussions with key stakeholders to understand business goals and expectations.
Analyzed competitors to identify trends and opportunities for differentiation.
It was found that every competitor focuses on their product description page much more and as a result, we have designed our page with a theme of minimalist design and also included all trust factors details.
According to user research, we have also used the strategy of selling just like Amazon, Flipkart & Myntra. These big giants create the emotion of fear of missing out on the products and excitement by using labels like “Limited Stock”, “Most Popular” and “Trending” on their products which also help them to increase their conversion rate.

User Persona:

User Persona 1: Jewelry Enthusiast

Name: Sophia Carter
Age: 28
Occupation: Marketing Executive

Location: New York, USA

Background: Sophia is a young professional working in the marketing industry. She has a keen interest in fashion, accessories, and, particularly, unique and handcrafted jewelry.

Goals: Discover and purchase exclusive and artisanal jewelry pieces. Stay updated on the latest jewelry trends and designs. Find jewelry that complements her style for both casual and formal occasions.
Challenges: Limited time for traditional shopping due to a busy work schedule.Difficulty in finding a wide variety of unique and curated jewelry pieces in local stores.
Behaviors: Regularly browses social media platforms and fashion blogs for inspiration.Enjoys exploring online platforms to discover new and independent jewelry designers.
Needs: User-friendly platform with easy navigation and visually appealing displays.Detailed product descriptions, including materials used and care instructions.Access to a variety of styles, from everyday wear to statement pieces. Secure and convenient payment options.

User Persona 2: Gift Shopper

Name: Alex Rodriguez
Age: 35
Occupation: Teacher

Location: Madrid, Spain

Background: Alex is a teacher with a passion for thoughtful and meaningful gifts. Often purchases jewelry as gifts for special occasions like birthdays, anniversaries, and holidays.

Goals: Find unique and personalized jewelry gifts for family and friends. Enjoy a hassle-free shopping experience with prompt delivery. Receive recommendations for suitable gifts based on occasions and recipients.
Challenges: Limited time to explore physical stores for gift shopping.Seeks guidance in choosing the right jewelry pieces for specific individuals.
Behaviors: Prefers online shopping for its convenience and wide range of options.Values platforms that provide gift suggestions and customization options.
Needs: Intuitive search and filtering options for finding suitable gifts.Gift-wrapping services and personalized notes for a special touch.Reliable shipping with tracking for timely deliveries.Responsive customer support for assistance in the selection process.