JACKIE JEWELRY
JACKIE JEWELRY
Discover the new Jackie Jewelry: Elevate Your Style! From everyday chic to stunning showstoppers, indulge in handpicked beauties crafted from premium materials!
Mobile First Responsive Web Design
Product Type
Duration
4 Weeks
UX Researcher
UX / UI Designer
Role
Industry
E-Commerce
Background
Jackie Jewelry is a a small local jewelry business based in South Korea first established over a decade ago. A couple of years ago, following consumer trends that has increased the importance of online presence, the company had established its website using a local website building platform.
The Problem
While the brand has attempted to increase its online presence, the platform remains limited to users in their fifties and lack of traffic amongst younger users.
Existing brand - Jackie Jewelry already has its logo and branding style. While the company suggested potentially tweaking their current logo a bit, I will mainly have to abide by their current style.
Time constraint - as there are limited weeks to work on this project and as the company also have decisions to make, finishing on time will be a challenge.
Considerations & constraints
RESEARCH
RESEARCH GOALS
The goal of this project is to improve overall design and accessibility to allow more users to enjoy Jackie Jewelry’s products online. To do so, I will:
Define the challenges that the current website faces.
Understand the key factors that make consumers choose a brand.
Determine what features enhance user flows for jewelry websites.
Identify new features that would be helpful for the business to have on its new website.
USER TESTING
To grasp users' varied motivations, needs, expectations, and pain points, I interviewed five participants representing diverse perspectives within the target user groups.
For more insight into the user interviews, visit the Affinity Map.
KEY FINDINGS
60%
stated that they prefer offline shopping due to concerns surrounding product quality and sizing and privacy concerns, especially with payment methods.
60%
stated information about the product, including sizing, quality, and material, as the key feature in facilitating online shopping.
100%
preferred payment through their existing social media platforms and/or bank transfers.
COMPETITIVE ANALYSIS
I conducted competitive analysis with some of the most prominent competitors with similar products and target audiences. The three competitors have differing unique strengths and features to facilitate a better understanding of users’ expectations and needs.
For more insight into the competitive analysis, visit the Competitive Analysis Chart.
SSIL is a jewelry brand based in South Korea, offering affordable jewelry for both online and offline consumers.
Features:
Eye-catching user experience, especially with the landing page, which contrasts with the rest of the website, which employs simpler black-and-white colour palettes.
The language and currency system is in Korean and English for domestic and international users.
Mejuri is a Toronto-based jewelry brand with a global loyal following that is committed to creating sustainable jewelry products.
Features:
Diverse ways to search for products, including shopping by collection, price, material, and accessibility mode.
Partnership with UsableNet Inc. to abide by Web Content Accessibility Guidelines (WCAG).
Ana Luisa is a jewelry brand that is committed to creating high-standard, Earth-friendly products.
Features:
Increase user interest and subscription through benefits, including first access to exclusives, birthday rewards, and double points days.
Fun features like the roulette wheel draw users’ attention and increase their sales.
define
user persona
To delve deeper into not only attracting more online users but also addressing the concerns of offline users who are hesitant about online shopping, I have created two personas: Fashionista Maven and Glow-Up Senora.
How Might We…
Based on the user personas, I have created How Might We questions that could facilitate understanding of users’ needs and painpoints to better reflect it to the design.
How might we allow users to feel more confident in using the website to purchase jewelry?
How might we assist users in enhancing accessibility and inclusivity so that diverse users can access our products?
How might we create a seamless experience for users to find the most suitable and satisfying products for their loved ones?
design
User Flow
Based on the findings thus far, I have created two user flows that could adequately address users’ expectations, needs, and pain points. The flows are:
Get customer service assistance
Find the right size ring
Flow 1. Get customer service assistance
Scenario: Maria has recently purchased a pair of earrings but she wants to reach out to the customer service team to ask about the warranty.
Flow 2. Find the right ring size
Scenario: On the website, Sonia has found a bold silver ring that she wants to wear to an upcoming event. However, because she does not have time to return and find a new ring if it does not fit, she wants to make sure she can get assistance in finding the right size.
task flow
Based on the User Flow 1. Get Customer Service Assistance, I have created a task flow to outline the sequence of potential actions to highlight features to prioritize and enhance usability.
Flow 1. Get customer service assistance
Scenario: A user wants assistance in receiving a warranty for her recent purchase.
low-fidelity wireframes
Based on the user personas and user flows, which served as blueprints for the low-fidelity wireframes, I sketched some of the key screens.
logo
Initially, Jackie Jewelry requested a third-party platform to digitalize their logos for the website. However, due to several issues, the desired logo didn't translate accurately online. With the owners receptive to new ideas, I developed a logo aligned more closely with their brand values.
I designed the logo with a user silhouette holding a diamond to represent jewelry and a butterfly to embody Jackie Jewelry's essence.
test
high-fidelity user testing
I conducted user testings with five participants from the target audience to assess the new design’s coherence with the overall user expectations.
Two key flows were tested:
Purchase a product
Use ‘Find My Size’ Feature to find the ring size
key findings
80%
rated the overall difficulty of purchasing a product as 5 (on a scale with 1-difficult / 5 - easy).
80%
used the top navigation to go into rings product page before finding a specific product.
100%
stated that the provided resources are enough for users to find their ring size and receive satisfactory assistance.
Iterations
Unnecessary payment input text fields removed
Previously, clicking 'Delivery info same as contact info' changed input fields to light grey, signaling users not to fill them. However, some users still experienced confusion. To eliminate any confusion and delays, now, clicking the prompt removes the section entirely.
2. included ‘size’ as one of the filter options
User interviews suggested that other than the category filter that users often use to navigate to different pages, another filter option commonly expected by consumers is the size option. To reflect such preferences, a size filter has been added to enhance overall user satisfaction.
3. Changed the fills of the filters for the website
Originally, filters had black text with white outlines. Now, they match sizing options with black text and white background. When a filter is chosen, it turns black with white text to show it's selected.
sitemap
I improved the sitemap to boost user experience and drive more traffic, particularly among our target audience. The new layout streamlines navigation, making it easier for users to find products quickly. This enhances satisfaction and aligns with our business objectives.
Initial
Updated
jackie jewelry
come visit our Newly Refined
conclusion
key takeaways
Challenges
WORKING WITH UNCERTAINTIES: Dealing with uncertainties isn't necessarily a bad thing. However, in this project, the owners had their own uncertainties that needed careful attention. Most of the feedback I received fell into categories like 'That sounds good, but we need time to consider it' or 'We’re not sure yet, but...'. I could empathize with the owners who felt the weight of making their brand more accessible and appealing. Yet, I also had to find the right balance in deciding when to proceed.
lessons learned
EFFECTIVE COMMUNICATION: I've discovered that effective communication in any collaboration relies on several key factors. Firstly, initiating communication early in the design process is crucial. Secondly, I've come to understand that even the client, who may be the brand owner, might not have a clear vision of their needs. Lastly, recognizing that communication isn't solely verbal, but can also take various forms, is important.
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