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
Following many rounds of research, ideation, and iteration, here are some of our final designs!
Wanna know more? See details below!
Project overview
I worked with a team of three other designers and two project managers over the course of 12 weeks. I focused on 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?
First, conducted a thorough deep dive on their existing site. We wanted to figure out what message founders Katie and VJ wanted to convey.
Based on their imagery and contextualization, we can see Indoxi values...
authenticity
homey downtown style hand-drawn illustrations
founder’s story
highlights on Katie’s background and artistry
handmade pieces
spotlights skill and craft behind bespoke pieces
We also identified some pain points to target in our redesigns.
We kept in mind some areas for improvement:
lackluster visual branding
inconsistent visuals → fragmented brand identity
stagnant pages
plain product displays fail to catch viewer’s attention
dense copy
text is heavy and unclear to the casual shopper
From this, we identified three key goals for our redesign:
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
My Redesign: The About Page
Katie and VJ made it clear to us that sharing Katie’s story was essential to the new site. They wanted to develop meaningful connections with their customers by conveying their love for the craft. This is what sets them apart from other jewelers.
Katie's new, designated space to share her story features…
1. auto-playing video at the top
reduces friction, allowing user to hop right into her intro video
2. Katie's bio
provides a snippet about her message and helps familiarize the user
3. work showcase
incorporates clear categorization and gives the option to see more with carousel buttons
The new design also utilizes our revamped branding guide! Complete with modern, rounded fonts and a light, neutral color palette.
BTW…
These are my photos!
I took the initiative to do 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 demo. 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. We also wanted to keep it relatively simple to align with our client 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). 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…
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!
