UX DESIGN CASE STUDy: Jewelry App
project overview
Jolie Jewelry is a Jewelry Store That Sells a range of different types of jewelry for women from 35 ~ 45 years old located in the United States.
The Problem : Busy professional women who need a convenient and easy way to find jewelry that will meet their needs.
The Goal : Design a jewelry app that will allow users to find and order the perfect jewelry pieces easily. My Role : UX designer designing an app for Jolie Jewelry from conception to delivery. Responsibilities : Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Understanding the user
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research
was American women 35-45 with an income of 80k - 150k .
This user group confirmed initial assumptions about Jolie Jewelry customers, but research also revealed that there was a need for convenience and an easy ways to find things. Another insight was that the material of the jewelry was very important in the buying decision.
USer Research pain points
Size Information Need To See How Items Will Fit/look on them before Buying
Safety Need To Know Material is safe and can be trusted
Time Busy professional Women on the go that need to find exactly what they need quickly.
user journey maP
Problem statement:
Romedy is a busy wife and mom with a full time job as an influencer who needs to find stylish jewelry easily on the app
That will fit her size and help her to stand out.
Hypothesis:
Mapping Romedy journey revealed how helpful it would be to make app personalized with items, points, and notifications to save time.
Competitor Audit
Competitors don’t mange and update their app homepage
Competitors don’t have great navigation bars
Competitors dont have size charts
Competitors dont highlight loyalty points
StoryBoard
starting the design
PaPer wireframes:
Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. I prioritized a style quiz and filter to help users save time finding items.
digital wireframes:
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
digital wireframes:
Easy filtering was a key user need to address in the designs in addition to equipping the app to work with assistive technologies.
low fidelity prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was finding and ordering items, so the prototype could be used in a usability study.
usability study findings
I conducted remote usability testing using both low and high-fidelity desktop prototype. It was conducted to test the flow of design, ease of navigation, and the extent to which the design accurately reflects the brand’s values. The test was also used to see whether the design solves the user’s needs and pain points that were captured during the research phase. I tested with users and updated based on misclicks and hesitations while interacting with the prototype. I also gained feedback by conducting interviews during and after users interacted with the interface. Here were some of my key takeaways.
Round 1 Findings
User wants to know loyalty points as they sho. User doesn’t want to scroll to see call to action buttons . User wants to see a size chart for jewelry pieces.
Round 2 findings
User wants to know estimated time of delivery in cart. User needs to be able to choose from a popup to take style quiz. User needs more ways to sho in navigation menu.
refining the design
Sticker Sheet
mockups
The Style quiz was being missed by users as they navigated the site. I also wanted to only show new users the option to take the quiz so decided to create a popup that would show after 5 minutes on site and to only users who haven't taken it yet.
mockups
Users wanted to be able to shop categories via the hamburger menu. They were not interested in the button nav and the sliding header navigation. So I created a drop down for the Shop menu in the hamburger menu.
The high fidelity prototype
The final high-fidelity prototype presented cleaner user flows for finding items quicker and checkout. It also met user needs more information as well as more customization.
accessibility considerations
Clear Hierarchy and Navigation Structure
Making Sure High Contrast of Text on Background Colors
Buttons are bright and bold and corresponds to image.
going forward
impact
The app makes users feel like Jolie Jewelry really thinks about how to meet their needs. One quote from peer feedback:
“Love how easy it is to find exactly what im looking for quickly”
takeaways
what i learned
While designing the Jolie Jewelry app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
next steps
Conduct more user research to determine any new areas of need.
Thank you for your time reviewing my work on the Jolie Jewelry app!