Reimagining Indoxi Jewelry's online shopping experience
UI/UX DESIGN
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2023
INDOXI JEWELRY
THE PROBLEM
Indoxi needs a website that embodies their vision
Indoxi is a small jewelry business specializing in handcrafted, bespoke pieces. Their website needs to embody the essence of their brand, reflecting the in-store shopping experience. The site presents several issues, including inconsistent and weak visual branding, as well as a lack of e-commerce and small business management capabilities.
Our goal was to reimagine Indoxi Jewelry’s online experience to effectively represent Katie’s artistry through digital storytelling.
THE SOLUTION
We created a visually-enticing, engaging shopping experience
Through prioritizing both client and user needs in our many rounds of research, ideation, and iteration, we were able to understand how users perceive, interact with, and trust Indoxi. Building this experience wasn't just about shopping—it was about building a community.
Here are some of our final designs!
See more details below!
Project overview
I worked with a team of three other designers and two project managers over the course of 12 weeks. More specifically, my focus lied in revamping the About, Repairs, and Contact pages. We created hi-fidelity prototypes on Figma before building in Webflow and integrating custom code animations.
The final site consists of 15 pages, complete with refreshed product photos and interactive elements.
UNDERSTANDING THE SITE
Who is Indoxi?
We first conducted a deep dive on their existing site to understand what message founders Katie and VJ wanted to convey.
We found that Indoxi values:
We also identified some pain points as we attempted to navigate through the site.
Then, we used these areas of improvements to narrow our vision:
Our three primary goals:
1. Refresh branding and visual identity
Indoxi holds three core values: authenticity, creativity, uniqueness. Therefore, their representation should be familiar and personable.
2. Scale to a wider audience
Bringing a small brick and mortar business to web nationally comes with constraints. Our designs should seamlessly guide users through the buying process, masking these backend constraints.
3. Enhance the shopper experience
To better reflect the in-store experience, the site must be intuitive and engaging, evoking Indoxi's warm, inviting atmosphere and encouraging exploration.
DESIGN DEEP DIVE
The About Page
Katie and VJ wanted to develop meaningful connections with their customers by conveying their love for the craft. It was important we emphasized this is what sets them apart from other jewelers.
It was clear to us that sharing Katie’s story was essential to the new site. Her new, designated space to tell her story features…
Our refreshed branding guide
The new design also utilizes our completely refreshed branding and marketing guidelines, complete with modern, rounded fonts and a light, neutral color palette.
We incorporated gentle, dusty blues with calm beiges to warm up the site and better reflect Indoxi's energy.
BTW…
These are my photos!
I took the initiative to do a sample product photoshoot to fully flesh out our marketing visions and provide some visual aids in our final prototype demo. Here are some of my personal faves :)
Drawing inspiration from competitor sites and social media pages, we created a detailed set of photo guidelines. We wanted the photos to involve intentional interactions with props, as well as play with textures, like reflections and shadows. We also wanted to keep it relatively simple to align with our client's back-end constraints. Once we solidified the vision, I got to work with my trusty Nikon D3100 and a variety of makeshift props. Being a bit limited with backdrops, we had to get creative with it (see me using a toilet seat lid as a glossy white backdrop below). I then edited the photos in Adobe Lightroom, emphasizing the bright, warm, and airy aesthetic.
This was definitely one of my highlights working on this project :)
Continuing on to some final thoughts…
REFLECTION
What I learned…
This project served as a special milestone in my design journey, transforming my foundational knowledge into a user-centered design practice. From this, I learned three critical lessons that have helped set me up for success:
Balancing creative freedom and stakeholder alignment
Working closely with the founders taught me that creative autonomy is most effective when rooted in deep empathy for the stakeholder’s vision. I learned to translate big-picture brand aspirations into functional UI components.
Creating scalable design systems
Moving beyond basic layout design, this project allowed me to further explore scalable design systems and advanced prototyping. I transitioned from creating wireframes to building a cohesive digital ecosystem that prioritizes long-term maintainability and growth.
Collaborating with developers
I feel incredibly lucky to have worked with such a talented and dedicated team who have taught me cross-functional communication skills and demonstrated how a collaborative journey can elevate the final product far beyond the initial vision.
Working with Indoxi has only left me even more excited for what the future brings!
