MARLOW'S FINE JEWELRY WEBSITE
UI & UX Design | 2021
Marlow's Fine Jewelry is a local jewelry establishment located in Issaquah, known for its exceptional offerings of high-quality jewelry at competitive prices. The shops main goal was to redesign their website to accommodate for an e-commerce platform. They wanted to showcase all the great jewelry and services Marlow‘s had to offer online, while employing a robust product filter system and the option to book appointments, making it easy for customers to find exactly what they're looking for.
Problem
Marlow's, a retailer offering high-quality jewelry and services at competitive prices faced critical challenges in its online presence that hindered user engagement and conversion rates. Users encountered frustration due to the lack of clarity in the goods and services provided and the absence of immediate product visibility. These issues made it difficult to attain new customers online, especially after users viewed the the website.
Client
Marlow's Fine Jewelry
Role
User Interface & UX Design
Team
Wed Developer
Owner
Owner
Outcome
Redesigned the User Interface to provide immediate appointment booking services and online shopping capabilities, tackling frustrations and boosting conversion rates after viewing. Focused on creating a unified, trustworthy experience that optimizes customer conversion while also integrating products and business into one cohesive site.
Why are we doing this?
2. Enhanced customer convenience
The primary objective behind the redesign of Marlow's website, was to get products online, allowing customers to shop from home, which was especially important during the pandemic. I significantly improved the information architecture and user journey by adding appointment bookings online, a product filter system, and providing clear information about Marlow's diverse range of jewelry store services.
1. Improve the funnel
The user journey within the website was riddled with friction points that deterred users from proceeding further. The objective was to guide users effortlessly through the website, reducing frustration and increasing the likelihood of buying a Jewelry piece online or creating an appointment to come in-store. This enhancement aligns with the core principles of efficient UX design that prioritize user satisfaction and engagement.
3. Build trust in the process
Trust is paramount in any online transaction, especially when it comes to buying jewelry. We need to assure reassuring users that their transactions were safe and transparent, ultimately leading to increased conversions and a stronger overall perception of the platform's reliability.
HYPOTHESIS
How might we create an online experience at Marlow’s that not only facilitates convenient shopping, but also empowers customers to effortlessly schedule appointments on their terms, all while providing information about Marlow's diverse range of jewelry store services.
Overview of the
previous experience
Marlow’s Fine Jewelry, a retailer offering high quality jewelry and services, faced critical challenges with its current website hindering user engagement and conversion rates. Users encountered frustration due to the lack of clarity in their services and whether or not Marlow’s had trustworthy Jewelry to offer. These issues led to significant calls and emails to answer easy questions that could be found on the website.
RESEARCH
One of the first qualitative research methods I used was to conduct formative tests and interview several customers to gain insights into user needs, behaviors, and preferences. Our four main pains points for customers were shopping online, making an appointment, knowing what services Marlow’s had to offer and if there was something in their budget.
After interviewing customers about their needs, it was clear they wanted a shopping experience that's not just easy but super convenient. Especially when a pandemic makes in-person shopping tricky, they want to browse and buy jewelry from the comfort of their homes. Plus, they don't want the hassle of making phone calls to schedule appointments. And when it comes to jewelry, they crave detailed info about what Marlow's offers. They want to explore jewelry within their budget without the need to ask awkward questions. So, I knew that addressing these customer needs was key to making Marlow's website truly user-friendly and effective.
After interviewing customers about their needs, it was clear they wanted a shopping experience that's not just easy but super convenient. Especially when a pandemic makes in-person shopping tricky, they want to browse and buy jewelry from the comfort of their homes. Plus, they don't want the hassle of making phone calls to schedule appointments. And when it comes to jewelry, they crave detailed info about what Marlow's offers. They want to explore jewelry within their budget without the need to ask awkward questions. So, I knew that addressing these customer needs was key to making Marlow's website truly user-friendly and effective.
COMPARATIVE ANALYSIS
My research involved comparing websites of top jewelry companies like Shane Co., Ben Bridge, and Henne Jeweler's. I found they shared many design elements, which became a strong foundation for Marlow's website. I also learned valuable lessons in user-friendly design, clear messaging, and appointment scheduling by studying these successful companies. To work within our time and resource limits, we decided to use these proven design ideas. This approach helped us create a competitive website that addressed customer needs, especially during the challenges of the COVID-19 pandemic.
