Bounce to Buy: Improving Jewelry Personalisation UX for Gifting Conversions.
Love Letter, a jewelry e-commerce brand specializing in high-quality, gifting-focused pieces, sought a complete website redesign to better reflect its unique identity.
The goal was to create a stand-out out unique visual site while creating a straightforward online experience that elevated the customized gifting process and differentiated the brand from traditional jewelry retailers.
My role
CRO / UX Wireframes / UI prototyping
CRO / UX Wireframes / UI prototyping
Goal-driven UX/UI
The redesign centered on enhancing conversion rate optimization (CRO) and increasing the average order value (AOV) on the product page with easy-to-add upgrades, while also solidifying the brand’s distinctive look and feel.
The revamped user flow prioritizes intuitive navigation, ensuring that every step of the gifting journey—from product selection to checkout—is engaging and effortless.
The project culminated in a modern, highly adaptable website that not only meets the brand's current needs but is also scalable for future growth.
Wireframes and User Journeys: Mapping Out the Experience
High-fidelity wireframes were developed to outline the core user flows, including key pages like the homepage, product listing, and product page.
Serving as a blueprint, they demonstrated a cohesive, user-focused journey that balanced aesthetics with functionality, setting the stage for a streamlined and engaging e-commerce experience.
Serving as a blueprint, they demonstrated a cohesive, user-focused journey that balanced aesthetics with functionality, setting the stage for a streamlined and engaging e-commerce experience.
When designing the new product page panel, I prioritized CRO, AVO increase, and ease of use by focusing on the following:
1.Dynamic Personalization
Added interactive options (e.g., color selection, dropdowns) to make customization intuitive and engaging.
Added interactive options (e.g., color selection, dropdowns) to make customization intuitive and engaging.
2. Upselling Opportunities
Introduced sections for matching chains and gift packaging with high-quality visuals to boost average order value.
Introduced sections for matching chains and gift packaging with high-quality visuals to boost average order value.
3. Clear Visual Hierarchy
Reorganized the layout to highlight key elements like reviews, star ratings, and product details, making information easy to find.
Reorganized the layout to highlight key elements like reviews, star ratings, and product details, making information easy to find.
4. Trust and Transparency
Displayed reviews upfront and included a running subtotal to build user confidence and reduce cart abandonment.
Displayed reviews upfront and included a running subtotal to build user confidence and reduce cart abandonment.
Every design decision was made to enhance user engagement, improve clarity, and ultimately drive better conversions.
Total Overhaul To Drive Engagement and Growth
The revamped user flow prioritizes intuitive navigation, ensuring that every step of the gifting journey—from product selection to checkout—is engaging and effortless.
The project culminated in a modern, highly adaptable website that not only meets the brand's current needs but is also scalable for future growth.
