TWNKL Jewelry

Scope of Work

UX/UI Audit

Competitive Analysis

Branding

User Research

Wireframes

Prototype

User Testing

Services

Landing Page and Epic Designs

Team

Engineer

Designer

Platform

Desktop

Project Brief

TWNKL Jewelry is a boutique jewelry shop, selling customized products on Etsy. Each piece is made to order through a 3D printing supplier.

The current process of purchasing jewelry is time-consuming and involves numerous offline activities, leading to longer sales cycles. There is an opportunity to streamline the jewelry buying experience, making it more personalized, convenient, and efficient for customers. Which would result in improved customer satisfaction and increased sales.

Why would a user customize jewelry?

To learn more, I conducted the following:

Who is the competition?

To better understand the target market, I selected and ranked companies who with existing customization processes and customer needs.

We noted the following:

Shapeways is the most direct competitor but the user experience and visual interface of their customization feature is not user-friendly.

Mejuri has a similar target market but primarily sells jewelry pre-made. Customizing is limited to engraving.

Minifigs and Nike has similar target market especially in relation to gifts. The user experience and visual interace of their customization feature is user-friendly.

Starbucks is an indirect competitor known for their ability to customize drinks. We looked into Starbucks' interface for inspiration.

Target market

After more information about the target market and customer needs were gathered, I created two archetypes to further build brand narrative and connect with the target audience.

How to streamline the customization process?

I created a site map to define the direction and hierarchy of the interface. Throughout the process, I reference back to the product and business requirements to ensure that the flow is in alignment with set goals.

Initial Concepts

Low-fidelity wireframes were created to map out the framework and movement of the website. The experience starts with the landing page which allows users to select a base piece to easily kickoff the customization process. From there, the user can select different customization options to build the perfect jewelry. 

METHOD ONE

Clarify customization benefits

A landing page with clear call-to-actions and information will effectively guide visitors and relieve any doubts about the customization process.

METHOD TWO

Make customizing easy

It is essential that the user interface is user-friendly and intuitive. I imagined how a polite person would be helpful in this situation and tried to replicate that experience online.

Lessons Learned

This project pushed me to connect the dots between project strategy, research, and visual design. I also learned that design doesn't always have to solve problems; it can also seize opportunities in the market. However, I found it can be harder to plan a product's direction for opportunities compared to fixing existing problems. As it's easier to connect the dots looking back, not forward.