Overview

Building on the foundations of their existing brands, Jewlr and Lee Fiori, Safyre Labs wanted to create and launch a new bridal jewelry brand that focuses mainly on engagement rings and wedding bands. Their intention was to take out their current selection of wedding jewelry from Jewlr to a platform exclusively dedicated to offering bridal-related products, with the objective of providing customers with a more focused bridal-centric experience with enhanced personalization options.

Under a tight four-month timeline, I took a comprehensive role in the project from start to finish and designed multiple pages and digital products collaboratively with other designers, managers, and developers.

The target audience for ONE+ONLY are mainly millennials who are most likely engaged or married, and are planning their wedding or attending someone else's wedding. They have a positive attitude towards technology and prefer shopping online for their convenience and time-saving benefits. As ONE+ONLY caters to the luxury bridal jewelry market, this audience will be willing to invest in personalized pieces that reflect their style and are worth cherishing for a lifetime. 

I defined two target group profiles Christina (Marketing Specialist, 29), and Alex (Software Engineer, 35) to better empathize with my main user groups and prioritize goals according to their needs. 

• Personalization Needs: Many users fear that online stores lack sufficient personalization options to cater to their specific needs, specially when it comes to engagement rings.

• Time Constraints: As busy professionals, users may have limited time for browsing and decision-making. They prefer streamlined shopping experiences that save them time and effort. 

• Trust & Credibility: Users highly consider purchasing an engagement ring from a specialized bridal store that caters specifically to bridal jewelry instead of a department store like Jewlr.

• Overwhelming Choices: Users value curated selections and may feel overwhelmed when faced with a wide range of options. They seek guidance to find the perfect pieces that align with their individual styles and preferences. 

• Lack of Information: Users prioritize transparency and detailed information about the jewelry they are interested in. Insufficient details and visuals may leave them uncertain about the specific features and benefits of the products. 

In the ideation phase, I collaborated with the team to create a list of features and functionalities for the website to capture the user's goals and motivations. Then, we prioritized the ideas based on their feasibility and potential impact on the user experience. In order to determine what screens to use for designing the user interface, I made strategic information architecture decisions to improve the overall website navigation.

After finalizing the information architecture, the team and I created multiple concepts for each screen that would be used for the main user flows. This fast approach of generating different ideas was useful to explore various solutions before making a decision. We then selected the most favorable designs to move on to the prototyping phase.

To bring the end product into existence, we needed to establish the branding and style guide in parallel with the high fidelity designs. We developed a unique design system that fully embraces the website.

After converting wireframes into high fidelity prototypes, I conducted user testing with a select group of users. Their feedback and insights helped me improve the website design, focusing on key areas like the homepage, product page, and checkout process. I made necessary improvements and iterations to enhance usability and functionality.

The cart and checkout process is a crucial component of the overall user experience. The website provides a secure and easy-to-use checkout process, with multiple payment options available for the customer's convenience. The cart and checkout process was tested to be seamless and user-friendly with maximized customer satisfaction and increased conversions.  

At the start of the project, our team had a lot of research material and experience to rely on, courtesy of the two established brands, Jewlr and Lee Fiori. Analyzing the user behavior of our existing digital products enabled us to identify the necessary tweaks and eliminations for ONE+ONLY. After a successful soft launch, ONE+ONLY received an overwhelmingly positive response.

Undertaking the project proved to be an excellent learning opportunity. It helped me enhance my design, Figma and research skills. The project also helped me improve collaboration and communication skills while working with different teams. Additionally, the process of designing an entire website from start to finish provided experience in project management, task prioritization and problem solving skills.