Project Brief
Let me give a brief introduction to the project! Aurora is a fine-certified jewelry business that targets females and girls. It offers many products, including rings, necklaces, bracelets, and more. It also sells collections and sets, as well as jewelry for newborns. Currently, the company only sells its products through physical stores or WhatsApp. Therefore, I designed a website that will enable their online presence.
Design process
Discover: Business Research
Aurora is a high-end fine jewelry business founded in 2004 by Amelia Watson. They offer diamond products with detailed information and certification from Gemological Laboratories. Prices range from 1,300 to 25,000 US Dollars; customers can customize their products. Aurora wanted to emphasize how special their pieces are and make their clients happy.
Landscape Diagram
After conducting our business research, I identified six competitors for the brand and created a landscape diagram to determine the position of the Aurora brand in the market.
Competitor Audit
I conducted a competitor audit to examine their website features and identify best practices for providing the best user experience. Based on my analysis, I developed recommendations for the Aurora website.
Competitor List
Define phase
I used a ‘survey screener’ method to narrow down and specify our target audience, allowing us to conduct interviews with them and gain a clearer vision moving forward. Before starting our user research, I had a couple of things in mind that we wanted to know:
1. Get to know our target audience
2. The user's shopping habits when it comes to jewelry.
3. The users' pain points when buying jewelry are ones they want to avoid.
I received 16 responses and was fortunate enough to conduct 5 interviews with participants who met our criteria: females who love to shop online and buy high-end jewelry. After gathering all the data, we proceeded to do the affinity mapping.
Persona
Finally, I can present my persona, Sarah Thompson, to you!
Problem statement
Sarah is an online shopper with a passion for high-quality jewelry that reflects her personality; she needs a convenient, trustworthy purchasing method to be well-informed about the store's product to buy herself and her loved one’s high-end jewelry.
Solution
Design an e-commerce website for a jewelry store that meets Sarah’s needs and addresses her frustrations. The website should have a modern and professional design that is easy to navigate, provides detailed and accurate product information, and is trustworthy.
Design phase
This phase is where I started to shape the website from the first line to the final result I got!
Sitemap
A sitemap is the blueprint of your site and a guide for the web design and development process.
User flow
A user flow is a chart or diagram showing the path a user will take in an application/website to complete a task. Product teams build user flows to intuitive design products, present the correct information to users at the right time, and allow users to complete desired tasks in as few steps as possible
Lo-Fi Wireframe
Taking the time to draft iterations of each screen of the app on paper ensured that the element that made it to digital wireframes would be well-suited to address user pain points
Mid-fi (Digital- Wireframe)
A medium-fidelity wireframe is a step up from its low-fidelity counterpart. Medium wireframes will have more detail — including accurate spacing, headlines, and buttons. They might even be displayed together in a wireflow sequence that shows exactly how the web pages will work together. As the initial design phase continued, I made sure to base the screen design on feedback and findings from the user research.
High-fidelity Mockups
High-fidelity(hi-fi) design closely matches the final result of a product's design. Content, visual styles, and animated transitions — all work together to make high-fidelity assets look and work as close to the final product as possible
Color
Red is an eye-catching color with its powerful and vibrant aura that catches attention. Red and Pink color stands for love and passion. In other words, it’s a color that represents strong emotions. It can give off the message that your jewelry is a symbol of everlasting love and commitment.
Prototype
A prototype is an early sample, model, or release of a product created to test a concept or process. Typically, a prototype is used to evaluate a new design to improve the accuracy of analysts and system users.
Usability Study
After completing the prototype, I conducted the usability study with five participants. I conducted two rounds of usability studies. Findings from the first study helped guide the designs, from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Deliver Phase
The final phase was the delivery phase! Here, I created a clickable prototype along with a Mockup for three devices.
