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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.
LUXERON is designed for people who loves handcrafted premium quality jewelry. Hence, the respective highly-curated web product was developed to enchirch the user experience online.
Available jewelry online shopping websites have crowded content, difficult to navigate that impacts negatively on the user experience
Design user-friendly, more intuitive with less cluttered content and easy to navigate to enjoy luxury shopping experience
UX and UI designer leading
Luxeron website design revamp
Branding, naming, conducting interviews, digital wireframing, low and high-fidelity prototyping conducting user research, iterating on designs
I conducted several interviews to build empathy maps for better understanding potential end-user needs, wants, motivation and pain points. Since our products are handcrafted and luxurious, the target audience reference to people with high income and above.
Based on the conducted interviews, it turned out that they prefer to offline shopping in comparison with online shopping, since they don t like the crowded websites, which is difficult to navigate. This leads to frustration of many potential users, directing to bad user experience
Ninia is a busy Hypermarket General Manager, who take cares of fashion and well-being very seriously. Even though, due to her heavy workload she does not have time to do offline shopping.
The final high-fidelity prototype presented cleaner user flows for building EatApp and mere reservation process.
It also met user needs for a quick reservation.
View Prototype (Figma)
Click to View
Designing an e-commerce website can be challenging, but there are a few key lessons that can help make it easier. Firstly, it's important to analyze competitor websites to gain a better understanding of what users expect. By doing this, we can create a website that is user-friendly and intuitive, which will help to attract and retain customers.
Secondly, it's important to keep in mind that people are often resistant to change when it comes to their online shopping habits. To combat this, we should create a website that is easy to navigate and provides a familiar experience for the end-user. Additionally, the checkout process is critical and should be kept simple and secure.
By minimizing the number of steps required to make a purchase and providing multiple payment options, we can increase customer satisfaction and loyalty. By focusing on these key areas, we can create an e-commerce website that meets customer needs and succeeds in a competitive online marketplace.
"I love this new e-commerce website! It's easy to navigate, the checkout process is a breeze, and the design is simple and familiar. It's the best online shopping experience I've had, and I'll definitely be returning."
LUXERON stands out as a brand that truly understands the needs and desires of its customers
