Jewlr

FINE Jewellery designed by YOU.

Role: Recently Promoted to Senior Art Director from UX Design Manager
Website: https://www.jewlr.com
Re-brand Release Date: Soft Launch November 1, 2024

Leading UX design for the complete re-branding of the website, enhancing user experience and aligning the interface with new brand identity.

Continuously conducting user research and usability A/B testing, identifying key pain points and implementing design solutions that increase user satisfaction.

Optimized essential interaction flows, including checkout, sign-up, and product discovery, leading to a significant increase in conversion rates.

Redesigned navigation and information architecture to become compliant with WCAG 2.1 Level AA & AODA standards, improving the site's accessibility and reducing user friction across the customer journey.

Implemented a Design System using Figma, to standardize visual components and streamline processes cross functionally between Merchandising, Creative, UX and the Development teams. Led training sessions to educate teams on best practices for utilizing the Design System. Continue to maintain documentation, ensuring consistency of brand and scalability for future site updates.

User Testing

Cart Enhancements:

• Removing the micro banner from the top to minimize distractions during the purchase decision flow.

• Adjusting the header: Removing the country indicator (since geo-tagging is already in place) and shifting the cart icon to the right for better accessibility. This also helps the item count stand out more.

• Personalizing the experience by updating the page title to "My Cart" to reinforce user ownership.

• Optimizing checkout visibility by displaying the subtotal and savings near the Checkout CTA for a clearer cost breakdown.

Test A - Original Components

Test B - New Componets