Jewelry Store Re-design
UX Case Study
DIMITRI DAUSHVILI
Product Overview
This is a redesign and update of the organization’s current website that comply with the latest business requirements which increases the usability of their website
Problem Statement
The company has been a pioneer in online jewellery sales for the last 10 years. People visit the online store to purchase authentic diamond and gold jewellery across 10 different categories.
Recently, they made plans to increase their existing conversion rate from 3% to 4% in the next 6 months. They have planned to start with the redesign of their existing product page design.
Goals
Your goal is to redesign and update the organization’s current website to comply with the latest business requirements and increase the usability and design of their website
Target Audience
Target Audience are people between the ages of 21-65, Internationally, this includes full/part-time workers, caretakers parents etc. evenly divided though males and females, and non-binary individuals.
User Research
The goal of this research today is to know how the users can use this product and if they would be in need of this product and to identify their pain points. My aim in conducting the study is to optimize the feedback given by the potential users in order to adopt methods that can help solve their problems and redesign the existing web page accordingly.
15 potential users were interviewed to understands the challenges they face during jewelry website browsing process
Insights
People will use this website for jewelry purchase rather than visiting local shops
They are happy to purchase from this redesigned website if they’ll have benefits
They trust and feel that this website is safer than the old one
They need to have more information about the item
Qualitative Research
User Persona
Maria Sancheska
Bio
Maria is an independent person, her job is a priority for her, but never forgets about looks. Her everyday routine consists of self care that involves as physical activities as looks. After doing morning yoga, on weekends Maria loves to spend time in jewelry stores.
Goals
Have a delightful experience while browsing for new jewellery
Have a platform that she can trust
Easy understandable interface for her to be save time and effort
Pain points
Doesn’t like when she is browsing in a messy website for jewelry
Can’t figure out how the purchase process works
Poorly designed websites create little no trust for her
Age
Job Title
Status
Location
35
Manager
Single
Tbilisi
PERSONALITY
Independent
Team player
Messy
Organized
Busy
Time rich
Analytical
Creative
Introvert
Extrovert
Epic
As a user, i want to have a delightful experience of jewellery purchase
User Story
As a user, i want to have a delightful experience of jewelry purchase, because it’s part of self care.
As a user, I want to have a place which I trust, because jewellery is something you make mistake with.
Information Architecture
Start
Landing Page
Featured Jewelry
Category
Bracelets
Payment Page
Earrings
Pendants
Rings
Checkout Page
Account Page
Search
Cart/Bag
Account
Sitemap
Start
Landing Page
Featured Jewelry
Jewelry Page
Category
Chosen/Searched Jewelry Page
Search
Cart/Bag
Checkout Page
Payment Page
Account
User Flow
Jewelry Purchase Process
Start
Landing Page
Jewelry Page
Successful Purchase
Confirmation Page
Jewelry added to Cart
Chosen/Searched Jewelry Page
Checkout Page
Payment Page
Choses Featured Jewelry
LogIn/SignUp to Confirm Address
Clicks
“Add to Cart”
Fills out
Payment Info & Pays
Chooses to Finish action or Contacts Support
Clicks Cart/Bag Icon
Choses from
Category or Search
Confirms Address (Already Signed In)
to Continue Checkout
Clicks on
Prefered Jewelry
Pages
Choices/Action
Reaction on Action
Sketches/Low-fidelity Wireframes
Rings
Bracelets
Earrings
Diamonds
Pendants
Wedding Sets
Semi Mounts
Clearance
Custom Rings
Filters
Contact Info
Search
Profile Info
Cart
Rings
Bracelets
Earrings
Diamonds
Pendants
Wedding Sets
Semi Mounts
Clearance
Custom Rings
Filters
Contact Info
Search
Profile Info
Cart
Rings
Bracelets
Earrings
Diamonds
Pendants
Wedding Sets
Semi Mounts
Clearance
Custom Rings
Filters
Qty:
1
Contact Info
Search
Profile Info
Cart
ROUND & PEAR CUT DIAMONDS
Show all photos
$3,173 $742
0.37-2.12 CT
.
STUD EARRINGS
.
Rating
Metal Info
Metal Color
White
Metal Type
14 Karat
Metal Weight
4 Gram
Item Description
0.37-2.12 CT Round & Pear Cut Diamonds - Stud Earrings
Delight yourself with our 0.37-2.12 ct round & pear cut diamonds - stud earrings MDL#71936. This stud earring artistically designed with 0.37 carat blissful side diamonds. Select your choice of precious metal between 14 Karat, 18 Karat Yellow, White and Rose Gold OR Platinum. At Primestyle.com, we deal ONLY with 100% real, natural and conflict free diamonds. Our diamonds are NOT enhanced NOR treated. Shine with elegance and simplicity with Primestyle diamonds stud earrings.
Ray
July 2022
My ring was beautiful and they even gave me a value certificate with it. It was because of these reviews that I made my purchase. I would highly recommend buying here.
Mai
June 2022
You will not find a better value for your money. The diamonds in the bridal set were as described and My bride is very pleased. Great customer service as I called...
Ann
Oct 2022
I was very sceptical having read some of the reviews, but when my bridal set arrived, I was really impressed and would have no hesitation in ordering again. They also were really good at communication.
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Diamond Info
Diamond Color & Clarity
I-J / VS2-SI1
Diamond Carat Weight
0.37 Carat
Diamond Creation Method
Natural, Earth Mined
Diamond Cut
Very Good
4.95
.
350 reviews
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Starting Price
$3,173
Discount
-$2,431
Shipping
$0
Total before taxes
$742
Or fastest delivery Thursday, November 10.
Order within 8 hrs 56 mins
High Fidelity Screen
