REEDS Jewelers
Challenge: REEDS Jewelers wanted to bring the luxury experience of their stores into the digital space and compete with large online-only diamond retailers.
Process
We started by building a thorough understanding of the users and their goals. Competitive analysis showed what other retailers had accomplished and where they fell short.
We mapped user needs to different phases in the conversion funnel, then matched it to the site content needed to proceed to the next step. With a full map of information, we were able to create the site structure and convert it to usable information architecture (IA) and wireframes.
With the wireframes approved, we went on to refine the interactions and visual design to create a complete prototype. After testing and refinements, we packaged the prototype with assets and annotations for the development team.
Team and Tools
I was the team’s UX Architect, joined by a UX Strategist, a Visual Designer, and a Lead Designer.
We used Sketch, InVision, and Adobe XD, as well as pen-and-paper and whiteboard.
The finished site was built on Magento.
Results
Feedback from stakeholders and customers was overwhelmingly positive. One customer said, “I was so impressed by your website that I came to your store.”
We were also honored to win a 2020 Davey Award for Best UX.
