FINE JEWELRY COMPANY - 2020
ENGAGER RINGS
Customers are able to design and customize their own unique engagement rings with the help of professionals.
Engager Rings takes a very personal and emotional experience of customizing a ring and provides it in a digital space where customers are able to customize their ring at their own pace and with their own unique parameters and designs, and that’s what makes Engager Rings special.
THE PROJECT
To create a responsive web design that attracts more customers, increase conversion rates, curb user drop off, and bettering overall user experience, as well as educating users on Engager Ring's business model and guide them through a questionnaire, leading them to pay a deposit, and eventually purchasing their ring.
GOAL
MY ROLE
UX UI Designer, in collab with 2 other designers
DURATION
4 Weeks
PROCESS
Research, competitive analysis, branding, user feedback, user flows, high fidelity screens & prototyping, usability testing, evaluation.
TOOL
Figma, Miro
We need to educate customers on Engager-Ring's unique business model, creating a questionnaire that guides them to pay a deposit, establish communication between customer and a jeweler, and eventually purchase their one-of-a-kind engagement ring. In order to achieve these, we need to create crisp attractive user-interface that inspires trust and credibility to the user for them to make such a big purchase.
THE PROBLEM
My team and I started the process by doing a detailed competitive analysis on three of the direct competitors: Brilliant Earth, Blue Nile, and James Allen. We identified their strengths and weaknesses as well as their commonalities and differences in their UX and UI designs. Due to the uniqueness of our project that includes questionnaire and customization, we also conducted research on other sites that have similar functionalities.
RESEARCH
Based on our research, we noticed that the engagement ring market is very saturated and customers can only select factory made bands and stones. Moreover, Engager-Rings is a product experience instead of an E-commerce experience. Therefore we need to make sure that the website should reflect the delicate craftsmanship of the product.
INSIGHT
We created 2 user flows for the process. Due to the timing of this project, we skipped wire-framing the entire design and jumped right in to high fidelity design using our user flows as guides.
USER FLOWS
After the completion of the initial design, users will receive an email directing them to their dashboard, where they can purchase the ring as how it is or pay a deposit to further customize it with a jeweler.
As a team we came up with three divergent aesthetic style tiles to make a decision on design direction. We’ve conducted user interviews on all three of our style tiles via Zoom and Google Hangout. According to clients' feedback we've collected, we decided to move forward with "Designer" style, because it looks and feels elegant and it mirrors Engager-Ring's product.
BRANDING
As mentioned in the beginning, we need to create a questionnaire that guides users to make a deposit and ultimately purchase their engagement ring.
OUR SOLUTION
My team and I gathered all the assets and documents and created this design handoff folder for the development team. It includes: UI kit, Image assets, Future recommendations, Prototype, Annotated wireframes, Raw research data, and Style tiles.
DESIGN HANDOFF
MEASURING SUCCESS
The feedback we received from this final round of usability testing was positive and encouraging.
This was a really exciting and challenging project for me and my team as in collaboration and time management. This project involved a lot of research, hours of dedication, and tons of detailed designs. The founder of Engager Rings Nick is very satisfied with our design and has already utilized our design on their website.