E-Commerce Website for a Local Fine Jeweler
Overview
Highpoint Gems is owned by a local jeweler who specializes in custom fine jewelry and engagement rings. Hoping to sell primarily online and at art shows, the business owner hired me to boost their online presence and drive sales through a credible, professional, and clean website.
Client
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Business: Highpoint Gems, a local bespoke jeweler
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Collaboration: Solo project, working closely with the business owner
Role & Duration
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UX/UI Designer, Web Designer
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June 2023 - April 2024
Methodologies
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Competitive & Comparative Analysis
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User Personas
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Wireframes
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User Testing
The Problem
The existing website was outdated and difficult to update, failing to effectively represent the brand or provide an intuitive user experience. The owner believed this lack of credibility and functionality was deterring customers and hindering online sales.
Key Goals
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Establish a Strong Brand Identity: Emphasize unique selling points, share the shop's values.
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Enhance User Experience: Design a user-friendly layout featuring intuitive naviation.
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Drive Customer Engagement: Encourage actions like booking appointments, showcase collections, & custom offerings.
Competitive & Comparative Analysis
Identifying Best Practices, Key Features, & Effective Layouts
I analyzed mid-size fine jewelry companies in major cities with strong web presences specializing in custom jewelry and engagement rings. My goal was to identify industry best practices, key features, and effective landing page layouts, reflecting the qualities Highpoint Gems aspires to embody.
Competitive & Comparative Analysis Key Insights
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Collections or Categories: Highlighting specific collections or categories is a common trend, even if new arrivals aren't a priority.
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Custom/Bespoke Jewelry: Companies that craft in-house prominently market this unique offering.
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Shop by Category: Categorized shopping enhances navigation and user experience.
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Store Visits: Businesses with physical stores emphasize this to drive foot traffic.
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Brand Identity: A strong "About" section is standard, showcasing brand values and story.
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Hero Image: A striking hero image creates a powerful first impression.
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Social Media Integration: Stores proud of their social media actively promote it to boost engagement.
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Blog Content: Blogs serve as tools to inform users and keep them engaged longer.
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Eco-Friendly Practices: Emphasizing sustainability and conflict-free gemstones appeals to ethical consumers.
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Appointments: Highlighting one-on-one appointment options can be a compelling feature.
Customer Personas
I created the user personas of Sylvie and Bradley based on Highpoint Gems’ customer demographics. These personas helped me design a website tailored to their goals, frustrations, and preferences, ensuring a more personalized and intuitive shopping experience.
Sylvie
“I’ve been saving a few family gemstones that I’d like made into a unique and special piece!”
Name: Sylvie
Age: 64
Occupation: Retired Florist
Education: Bachelor of Science
Status: Widowed
Tech Literacy: Medium
Hobbies & Interests: Traveling, gardening, family heritage
Core Needs:
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A reliable jeweler for all her accessory needs, someone she can trust with precious family gemstones.
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Easy communication and user-friendly navigation due to her busy, active lifestyle.
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Quality craftsmanship paired with creativity and a friendly, trustworthy approach in her jeweler.
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A desire for a vanity piece that reflects her personal style and family legacy.
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An appreciation for the process of designing a custom piece, but values clear guidance.
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Frustrations:
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Struggles to find a balance between affordability and quality craftsmanship.
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Dislikes pushy sales tactics or feeling rushed when making decisions about custom designs.
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Finds it difficult to gauge online jewelers' trustworthiness without clear reviews or guarantees.
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Goals:
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To transform her family gemstones into a stunning, one-of-a-kind jewelry piece that feels meaningful and timeless.
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To find a jeweler she can establish a long-term relationship with for future custom projects.
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To feel confident in her purchase, knowing she received a quality piece at a fair price.
Bradley
"I want a special engagement ring for my fiancée that is unique and tailored to her. I’m a student and have a limited budget.”
Name: Bradley
Age: 28
Occupation: Pursing Degree in Veterinary Medicine
Education: Post Graduate Student
Status: Engaged
Tech Literacy: High
Hobbies & Interests: Hiking with his fiancée & golden retriever
Core Needs:
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A unique and personal engagement ring that fits within his limited budget.
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Simple explanations of jewelry terminology and processes to build his confidence in making a decision.
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A clear, approachable custom design process that feels accessible and tailored to a beginner.
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Visual previews of the design to ensure it matches his expectations and feels worth the investment.
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Frustrations:
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Mass-market options like Temu or Kay Jewelers feel generic and impersonal.
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Struggles to navigate the overwhelming variety of options and terminology in the jewelry world.
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Feels nervous about committing to an expensive purchase without being able to visualize the final piece.
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Goals:
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To create a one-of-a-kind engagement ring that makes his fiancée feel special and celebrated.
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To feel supported and educated throughout the custom design process.
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To stay within budget while achieving a design that reflects their love story.
Customer Persona Key Insights
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Personalized Contact Options: Offer multiple ways to connect, like email, phone, or even video consultations, tailored to their tech comfort levels.
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Meet the Jeweler Page: Introduce the jeweler with a friendly bio, photos, and a video. This makes the relationship feel more personal and relatable.
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Step-by-Step Visual Guide: Use visuals or a short video to explain the custom design process in simple terms. Include definitions for terms like “carat” and “karat” for jewelry beginners like Bradley.
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Interactive Design Tool: Offer an optional interactive feature where users can play around with basic design elements (e.g., select a gemstone, metal, and setting). This could make the process feel less intimidating.
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Clear Appointment Booking: Provide a user-friendly calendar tool with options for in-person or virtual appointments. Include confirmation emails with helpful info (e.g., what to bring or expect).
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Budget-Friendly Options: Highlight customization options at various price points and explain how users can create something unique without overspending.
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Free First Consultation: Offer a free initial consultation to ease nervousness and let users explore possibilities without pressure.
Working with Shopify
We selected Shopfify as a website builder for its seamless online shopping experience and ease of transfer from freelancer to business owner. While the platform presented a learning curve and occasional frustrations, I navigated these challenges, documenting insights for the business owner. This approach empowered them to update and enhance the site independently once I transferred it over to them, and they’ve since made it truly shine!
Layout Wireframes
Taking what I’d learned from the competitive & comparative analysis and user personas, I conceptualized the website layout with Shopify’s platform in mind. Key design considerations included:
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Prominent Hero Section: Featuring large visuals and clear call-to-action buttons.
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Showcasing Collections: Highlighting different product categories and collections for easy navigation.
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Custom Design Focus: Emphasizing unique, handcrafted jewelry by a local artisan and the store’s commitment to sustainability.
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Appointment Booking: Making it simple to book consultations directly from the homepage.
The Solution
Coming up with a solution involved working with the business owner to obtain information and inputting it into the new website. We played with it a bit to ensure it was the best solution for this specific business. Once we got all the details down, I transferred the site to the business owner so they could continue making adjustments and adding products.
Landing Page
The landing page features a clean, simple design with a descriptive navigation menu, clear icons, and the business logo prominently displayed. A large hero image anchors the page, accompanied by call-to-action buttons for key user actions.
Key sections highlight:
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Collections & Categories: Showcasing new releases and making navigation effortless.
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Custom Design Process: Explaining the steps clearly to engage and educate users.
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Sustainability Efforts: Demonstrating the business's commitment to eco-friendly practices.
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Appointment Booking: Offering an easy way to schedule a one-on-one consultation with the jeweler, with another booking option in the footer.
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Helpful Footer: Includes Guarantees & Policies, Links to social media, and a section option for booking an appointment.
Custom Designs
The Custom Design Page simplifies the process of creating a unique jewelry piece by breaking it down into numbered, bite-sized steps. This clear format makes the experience approachable and less overwhelming for users.
Key features include:
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A custom request form for users to easily initiate their project.
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Images of past custom creations to inspire ideas and build trust in the jeweler.
About Page
The About page offers users a deeper understanding of Highpoint Gems and its values. It highlights the shop’s mission and history while sharing a personal bio of the jeweler and owner, fostering a meaningful connection with visitors. The page also highlights social media handles for further engagement and showcases shop favorites to inspire and captivate users.
In Conclusion
Feedback & Metrics
Over the past year, this shop has undergone a significant transformation, shifting from a brick-and-mortar location to an online model with in-person appointments. During this transition, the shop had to pause operations while the jeweler relocated their studio. Despite these challenges, the business owner was highly satisfied with the website’s design and functionality. With the shop reopening soon, the site is poised to welcome many visitors and support the jeweler’s vision.
Key Learning Experiences
Through this project, I deepened my understanding of designing for real-world businesses with specific needs. I gained hands-on experience working with Shopify, including learning its nuances and overcoming its challenges. This helped me develop transferable skills for creating user-friendly e-commerce solutions. Additionally, collaborating with the shop owner taught me the importance of clear communication and translating a client’s vision into a functional and visually appealing website.
