Timeline
4 Months
UX Research.
User Experience Design.
User Interface Design.
Digital Strategy.
Discipline
User Research.
UX/UI Design.
Accessibility Enhancements.
User Testing.
SEO & Performance Optimization.
Responsibilities
Figma
Adobe CS
Procreate
Microsoft Excel
Tools
Process Highlight
Project Overview
GreenGlam is a lab-grown luxury jewelry brand based in New York. This project involves redesigning its retail website to enhance accessibility, usability, and overall user experience. The goal is to create a digital presence that reflects the brand’s ethical values and premium aesthetic while streamlining the customer journey. The redesign also focuses on mobile responsiveness, intuitive navigation, and visual storytelling to better engage a conscious, style-driven audience.
Improve accessibility to ensure a seamless experience for all users.
Enhance usability by refining navigation, search functionality, and overall structure.
Create a more intuitive and aesthetically appealing interface that reflects GreenGlam’s luxury identity.
Goal of the Project
Website Redesign - GreenGlam
GreenGlam is a New York-based luxury jewelry brand specializing in sustainable, lab-grown diamonds. With a focus on ethical craftsmanship and transparency, it offers high-quality, conflict-free alternatives to traditional diamonds. Operating exclusively online, GreenGlam combines innovation with timeless elegance, providing premium jewelry at competitive prices through a seamless digital experience.
As consumer preferences shift towards sustainability and transparency, many shoppers remain uncertain about lab-grown diamonds, often questioning their quality and value. While online shopping offers convenience, it lacks personal interaction, tactile experience, and trust-building elements, making it harder for customers to make confident purchasing decisions.
Without a physical retail presence, GreenGlam relies entirely on its digital storefront to communicate craftsmanship, quality, and brand value. However, many online jewelry brands focus more on sales metrics than on creating an engaging, trust-driven shopping experience, leaving customers feeling disconnected and hesitant.
Background
Initial Opportunity Discovery
GreenGlam’s website redesign seeks to bridge this gap by enhancing user confidence, providing an intuitive and immersive shopping journey, and reinforcing the brand’s credibility in the lab-grown luxury jewelry market.
Challenge
Overview
Online-Only Jewelry Shopping
Experience
Trust & Engagement
Brand Perception
Product Differentiation
Experience
Product Differentiation
Challenge
Overview
Online-Only Jewelry Shopping
Trust & Engagement
Brand Perception
Experience
Product Differentiation
Challenge
Overview
Online-Only Jewelry Shopping
Trust & Engagement
Brand Perception
Customer Confidence
Hard to assess quality and authenticity
Lack of human connection in the buying
Needs stronger storytelling to convey craftsmanship
No tactile feel or in-person guidance
Customer Confidence
Customer Confidence
Competing with established brands that have physical presence
Before diving into design, I analyzed industry reports, competitor websites, and consumer insights to identify key trends and statistics relevant to both customer expectations and brand challenges in the online luxury jewelry market.
What User’s need:
Hard to assess the quality and authenticity of lab-grown diamonds online.
Lack of personalized guidance when selecting fine jewelry.
Difficulty in visualizing how the jewelry looks and fits in real life.
Concerns about return policies and long-term value of lab-grown diamonds.
Research
Desk Research
User’s Perspective
What Brands struggle with:
Need to build trust and credibility without a physical store.
Challenge in creating an immersive and engaging digital shopping experience.
Competing with well-established legacy brands with physical presence.
Difficulty in retaining customers and increasing repeat purchases.
product visuals and detailed descriptions are crucial for purchasing decisions
need to trust a brand before making a high-value purchase
more likely to buy from brands that offer a personalized and interactive shopping experience
88%
81%
74%
Desk Research
Brand’s Perspective
While GreenGlam operates in a niche market of lab-grown luxury jewelry, analyzing competitors—both direct and indirect—helps identify industry trends, strengths, and gaps that can be leveraged for differentiation.
Ethical & sustainably sourced diamonds
Direct-to-consumer, sustainability-focused
Affordable lab-grown diamonds
Research
Competitor Analysis
Product
Facebook, Instagram, Twitter, LinkedIn
Facebook, Instagram, LinkedIn
Facebook, Instagram, LinkedIn
Online Presence
Strong ethical sourcing, established brand, in-store experience
Transparent supply chain, contemporary aesthetic, high-quality craftsmanship
Competitive pricing, strong parent brand backing, modern marketing
Strengths
Higher prices, lacks modern designs
Limited physical presence, fewer customization options
Less focus on luxury, no custom designs
Weaknesses
Premium
Premium
Budget-Premium
Budget vs. Premium
B2C & B2B
B2C
B2C
B2B vs. B2C
Both
Ecommerce-focused
Primarily online
Retail vs. Ecommerce
Global
Global
Global
Local vs. Global
High-end jewelry, engagement rings
Minimalist fine jewelry
Affordable lab-grown diamonds
Products
Ethical & sustainably sourced diamonds
Direct-to-consumer, sustainability-focused
Product
Online Presence
Facebook, Instagram, Twitter, LinkedIn
Facebook, Instagram, LinkedIn
Strong ethical sourcing, established brand, in-store experience
Transparent supply chain, contemporary aesthetic, high-quality craftsmanship
Strengths
Limited physical presence, fewer customization options
Higher prices, lacks modern designs
Weaknesses
Budget vs. Premium
Premium
Premium
B2C
B2B vs. B2C
B2C & B2B
Retail vs. Ecommerce
Ecommerce-focused
Both
Local vs. Global
Global
Global
Minimalist fine jewelry
High-end jewelry, engagement rings
Products
Ethical & sustainably sourced diamonds
Direct-to-consumer, sustainability-focused
Product
Online Presence
Facebook, Instagram, Twitter, LinkedIn
Facebook, Instagram, LinkedIn
Strong ethical sourcing, established brand, in-store experience
Transparent supply chain, contemporary aesthetic, high-quality craftsmanship
Strengths
Limited physical presence, fewer customization options
Higher prices, lacks modern designs
Weaknesses
Budget vs. Premium
Premium
Premium
B2C
B2B vs. B2C
B2C & B2B
Retail vs. Ecommerce
Ecommerce-focused
Both
Local vs. Global
Global
Global
Minimalist fine jewelry
High-end jewelry, engagement rings
Products
Creating a user persona helps me better understand the target audience, guiding design, marketing, and business decisions. It ensures a customer-centric approach, enhancing trust, engagement, and sales while addressing key pain points in the online shopping experience.
Research
User Persona
Lauren A –
Jewelry Collector
Age: 29 | Location: New York, NY | Occupation: Marketing Manager | Income: $105,000/year
Lifestyle: Sustainability-conscious, tech-savvy, values ethical luxury
Goals:
Invest in elegant, ethically sourced jewelry.
Feel confident in her purchase decision with transparency on sourcing and quality.
Have a smooth and enjoyable online shopping experience.
Pain Points & Frustrations:
Hesitant about buying expensive jewelry online without a physical trial.
Unsure how lab-grown diamonds compare to traditional ones.
Wants a seamless shopping experience with easy returns.
Lauren A –
Jewelry Collector
Lauren A –
Jewelry Collector
With our platform, we want to create an immersive and personalized online shopping experience. By integrating interactive storytelling, virtual try-ons, and curated recommendations, we offer customers a seamless journey that goes beyond just purchasing—fostering a deeper connection with our brand, sustainability values, and luxury craftsmanship.
Ideation
Developing a Solution
Improve User Experience with an intuitive, seamless navigation flow.
Enhance Mobile Optimization for a smooth shopping experience across devices.
Boost Conversion Rates with compelling visuals and clear CTAs.
Strengthen Brand Storytelling by highlighting sustainability and craftsmanship.
Optimize Speed & Performance for faster load times and reduced bounce rates.
Personalize Shopping Journeys with AI-driven recommendations.
Integrate Social Proof through customer reviews and UGC.
Simplify Checkout Process to reduce cart abandonment.
Redesign Goals
Before its redesign, the GreenGlam website lacked a clear visual identity and didn’t reflect its sustainable luxury ethos. It followed a basic e-commerce template with minimal storytelling, weak navigation, and low emotional engagement. Key brand elements—like trust signals, sustainability messaging, and product richness—were either missing or hard to find. This made it difficult for users to connect with the brand, underscoring the need for a more immersive and intentional design approach.
Ideation
EARLIER VERSION OF THE GREENGLAM WEBSITE
As part of the website redesign process, I explored initial concepts based on our research insights and GreenGlam’s brand goals. The low-fidelity wireframes provided an early look at how the redesigned website could function, ensuring that all key elements—such as intuitive navigation, seamless shopping experiences, and storytelling around sustainability—were effectively integrated. This stage was crucial in shaping the user journey before moving into higher-fidelity designs.
Ideation
Low-Fidelity Ideation
I explored color scheme options rooted in our research insights and GreenGlam’s brand vision. The aim was to reflect the brand’s elegance, sustainability, and modern appeal through a refined, cohesive palette.
Ideation
Color Scheme
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I explored typeface options that align with our research insights and GreenGlam brand goals. The focus was on selecting fonts that convey sophistication, clarity, and a modern yet timeless appeal.
Ideation
TypeFace
HEADLINE - 27ptx
SUBHEADING - 18ptx
BODY - 12ptx
Rings
Discover the perfect symbol of your love with our stunning collection of women's wedding rings,
blending timeless elegance with modern sophistication.
Rings
Discover the perfect symbol of your love with our stunning collection of women's wedding rings,
blending timeless elegance with modern sophistication.
2 ctw Round Lab Grown Diamond Five-Stone Anniversary Band
14K White Gold, FG, VS2+
Metal :
Diamond Shape :
Carat Total Weight:
$ 1300
Diamond Quality:
Product Description:
Add to Bag
In our Home and Accessories collections, form meets function and quality to make ordinary objects extraordinary.
Engagement Ring
5.7-ounce capacity
Product number: OMM-2403
Explore our "Shop by Metal" collection to find jewelry crafted from your favorite materials. From the classic elegance of gold to the modern allure of platinum, discover the perfect piece that matches your style and stands the test of time.
Your Guide to Buy Perfect Engagement Ring
Ideation
Mid-Fidelity Ideation
At this stage, we focused on refining GreenGlam’s user experience, ensuring seamless navigation and functionality. The "Ugly Duckling" phase allowed us to test core interactions, iterate on layouts, and align the design with user needs before polishing the final aesthetics.
Keep it Green, Keep it Glam
Radiate with Green Glam - Where beauty meets a brighter future
Shop Engagement Rings
Customise Your Own Jewelry
Discover the perfect piece that reflects your style and values. Shop our stunning collection of ethically crafted jewelry and let your vision shine with GreenGlam.
Customise Your Own Jewelry
