MOBILE APP
E-COMMERCE
DESIGN
EM JEWELRY
A comprehensive jewelry mobile app, designed to meet all your jewelry shopping needs with ease and elegance.
2021 (Updated 2024)
YEAR
Figma
PLATFORM
ROLE
Designer
SUMMARY
EM Jewelry was the first project I designed as part of the Google UX Design curriculum, aimed at mastering the fundamentals of user experience and applying these skills to create a mobile app. The goal was to develop an engaging and intuitive shopping experience tailored to jewelry enthusiasts.
This project was updated in 2024 to include the following key features:
Virtual Try-On: This augmented reality feature allows users to visualize how jewelry pieces will look on them before making a purchase, enhancing confidence and reducing the likelihood of returns.
Wishlist and Favorites: Users can easily save their preferred items to revisit later, streamlining the shopping experience and encouraging repeat visits to the app.
Detailed Product Information: Comprehensive descriptions of each jewelry item, including materials and care instructions, help users make informed decisions.
Integrated Payment and Checkout Options: The app offers a variety of payment methods to ensure a smooth and flexible checkout process, catering to different user preferences.
Customer Reviews and Ratings: By enabling users to read and write reviews, the app builds a sense of community and provides valuable feedback, helping other users make confident purchase decisions.
These features were added to address common pain points in jewelry shopping apps, such as the inability to try on items, limited product information, and cumbersome checkout processes. Through EM Jewelry, I was able to apply user-centered design principles to create a seamless and delightful shopping experience.
THE PROCESS
The process below begins with my initial wireframes, mockups, and then to the high-fidelity prototype.
USER RESEARCH
To inform the design process, I conducted user research through surveys and interviews with potential users who frequently shop for jewelry online. The research revealed the following insights:
Desire for Visualization: Users expressed a strong desire to see how jewelry would look on them before purchasing. They felt this would increase their confidence.
Importance of Detailed Information: Users wanted detailed product descriptions, including information on materials, sizes, and care instructions.
Frustrations with Checkout: Many users found existing checkout processes to be cumbersome, leading to abandoned carts. They preferred a streamlined and secure checkout experience.
Trust through Reviews: Users often look for customer reviews and ratings to validate their purchasing decisions.
USER PERSONA
Name: Emily Liu
Age: 29
Occupation: Marketing Manager
Location: San Francisco, CA
Tech Savviness: High
Background:
Emily is a busy professional who enjoys online shopping for convenience. She loves accessorizing her outfits with unique jewelry pieces that reflect her personal style. As a frequent online shopper, she values a seamless shopping experience and being able to see detailed product information before making a purchase. She often buys jewelry for special occasions and gifts for friends and family.
Goals and Needs:
To find unique jewelry pieces that match her style.
To have an enjoyable online shopping experience.
To see how jewelry will look on her before purchasing.
To access detailed information.
To feel confident in her purchases through reviews and recommendations.
Pain Points:
Frustrated by the inability to try on jewelry online.
Finds it challenging to visualize how pieces will look when worn.
Often abandons carts due to complicated checkout processes.
Hesitant to purchase without seeing reviews from other customers.
STARTING THE DESIGN
Based on the user research, I began by sketching initial wireframes to outline the app's structure and layout. The design focused on a clean and elegant interface that reflects the luxurious nature of jewelry shopping while being easy to navigate.
The following steps were taken:
Wireframes and Initial Concepts: I revisited my initial concept and design and created new low-fidelity wireframes to map out the user flow and key screens, such as the home page, product pages, wishlist, and checkout.
User Flow Design: Emphasis was placed on a logical and intuitive user flow, ensuring that users could easily browse products, access detailed information, add items to their wishlist, and proceed to checkout.
Prototype Development: A clickable prototype was developed using design tools, enabling users to interact with the app and simulate the shopping experience. This prototype was used to gather initial feedback.
LO- FIDELITY PROTOTYPES (First Iteration)
LO- FIDELITY PROTOTYPES (Second Iteration)
USABILITY TESTING
During the prototyping phase, the clickable prototype was tested with a group of potential users to gather feedback.
Key findings from this process included:
Virtual Try-On Realism: Users appreciated the virtual try-on feature.
Navigation Simplicity: Testers found the overall navigation intuitive but suggested that the product categories could be accessible from multiple points in the app to improve the browsing experience such as a side drawer menu.
Wishlist Accessibility: Users liked the ability to save items to a wishlist but wanted quicker access to their wishlist.
Checkout Process: Users appreciated the multiple payment options..
Desire for More Reviews: Users valued customer reviews and ratings but felt there were too few reviews displayed on the prototype. They suggested having the ability to sort and filter reviews.
DESIGN CHANGES
Based on the feedback from the prototype testing, several design refinements were made to enhance the user experience:
Improving Navigation
The product categories were made more prominent in the app's main navigation, and quick access to the wishlist was added to the main navigation bar. This allowed users to find and organize their favorite items more easily.
Streamlining Checkout
The checkout process was further refined to consolidating payment options to simplify the experience as opposed to the original checkout design.
Incorporating User Reviews
A dedicated section for customer reviews was added to each product page, along with filters to sort reviews by search, rating, or date. This provided users with comprehensive feedback to help them make informed purchasing decisions.
Updated Product Page
The product page was updated to include a comprehensive description of the jewelry item, including materials and care instructions to help users make informed decisions. This would help foster trust and transparency.
HI- FIDELITY PROTOTYPES (Second Iteration)
FINAL DESIGNS
WHAT I LEARNED
Through the design and development of EM Jewelry, I learned the importance of continuously engaging with users throughout the design process. By incorporating user feedback at various stages, I was able to create a product that truly meets user needs. I also gained valuable experience in using design tools to create wireframes and prototypes. The project taught me how to balance functionality and aesthetics to deliver a user-centered design.
Moving forward, I plan to conduct further user testing with a broader audience to gather more feedback and insights. This will help identify any remaining pain points or areas for improvement.
GREAT DESIGN IS ITERATION
OF GOOD DESIGN
M. COBANLI