REFRESHING THE INDOXI JEWELRY EXPERIENCE
UI/UX Design
Spring 2023
CONTEXT
PROBLEM
Indoxi is a small jewelry business based in Connecticut. Founders VJ and Katie’s specialization in handcrafted, bespoke pieces necessitates a website that embodies their authentic vision.
The site presents several issues, including inconsistent and weak visual branding, as well as a lack of e-commerce and small business management capabilities, creating a disconnect from the true shopping experience.
Our goal was to reimagine Indoxi Jewelry’s online experience to effectively represent Katie’s artistry through digital storytelling.
A SNEAK PREVIEW!
Before we dive into the details, here's a brief preview of the final solution!
Short on time? Jump ahead to the final solution!
UNDERSTANDING INDOXI...
We began by exploring what the site has to offer. We wanted to identify the brand’s values to ensure that we stay true to their vision.
On the other hand, we also pinpointed some areas of improvement.
OUR GOALS
From these insights, we identified three key goals for the redesign:
1
REFRESH BRANDING & 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.
RESEARCH
COMPETITOR ANALYSIS
We then did a deep-dive into similar brands to understand what makes for an ideal online shopping experience. Through examining various interactive features, user flows, and branding components, we derived a few key insights:
🎨 STRONG VISUAL THEMES AND CAMPAIGNS
Visual language consistency through cohesive color, font, and imagery styles enhances visual intrigue
David Yurman
🧩 FUNCTIONAL AND INTUITIVE DESIGN
Dynamic content displays, such as clickable galleries and carousels, encourages engagement and efficiency
Faye Kim
🧃 USER-FRIENDLY NAVIGATION AND ENTRY POINTS
Focus on clear pathways facilitates easy decision-making and a scaffolded user journey
Baribault Jewelers
🤞 COMMUNITY AND CUSTOMER CONNECTION
Efforts to build personal connections through customer photo highlights and workshop pages create a personable experience
Baribault Jewelers
DESIGNING
WIREFRAMING
We began ideating what each page might look like, experimenting with layout, interactions, and content organization. I worked on the About, Repairs, and Contact pages.
INITIAL BRANDING GUIDE
Keeping Indoxi’s values in mind, we formulated an initial branding guide to present our vision to VJ and Katie.
ITERATION
USABILITY TESTING
We then conducted a 15 30-minute usability tests to gather feedback on our designs. Here’s what we heard and the insights we gathered:
SOLUTION
...AND HERE’S WHAT WE MADE :D
Presenting... a refreshing take on the Indoxi experience!
BRANDING GUIDE
INDOXI JEWELRY LANDING PAGE
The reimagined landing page includes a large, animated image slideshow, introduces Katie, and presents entry points to various subpages, such as shop, gallery, and contact.
BTW!
I did a sample product photoshoot to fully flesh out our marketing visions and provide VJ and Katie with some visual aids! These are the photos we used in our final prototype. Here are some of my personal faves :)
We drew inspiration from competitor websites and social media pages to create a set of photo guidelines. We wanted the photos to involve intentional interactions with props, as well as play with textures like reflections and shadows. Additionally, we kept it relatively simple and straightforward to align with VJ and Katie’s needs. 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). After picking my favorites, I edited the photos in Adobe Lightroom, emphasizing the bright, warm, and airy aesthetic.
This was definitely one of the highlights working on this project :) Okay, now back to the solution!
ABOUT PAGE
Focused on Katie's story and artistry, the About page provides a proper introduction to the brand.
REPAIRS PAGE
The Repairs page showcases what's possible at Indoxi and allows the user to easily submit a repair request.
CONTACT PAGE
A straightforward way to get in touch, including store logistics and an introduction to VJ.
REFLECTION
WHAT I LEARNED...
My time working on this project definitely holds a special place in my journey as a designer. Consisting of many firsts, the opportunity was incredibly exciting, allowing me to explore a plethora of Figma and research skills, as well as expanding my love for the human-centered design process. I loved our close communication with VJ and Katie, who cared deeply about carrying out their vision and generously entrusted us with creative freedom and support throughout this project. And of course, thank you to my talented and dedicated team who have undoubtedly helped me grow so much!
