GOLD RUSH JEWELRY
Perfect Spice for Your Beauty
PROJECT: Gold Rush
ROLE: UX-UI Designer/ Conception to Completion
DURATION: Jun-Sep 2022
Project Background
Gold Rush is a Los Angeles- based jewelry brand established in 2021 by the gemologist Angelina Brady.
The three significant foundations of Gold Rush Jewelry are innovative designs, superior quality, and variety. This jewelry shop surprises its clients with fresh creations on a regular basis. In addition, it is a welcoming gathering place for jewelry makers, artists, and fans of the world of handcrafted gold.
Project Goals & Challenges
1) Incorporate a way for users to perceive the size and scale of the jewelry.
2) Make an interface that allows for unlimited jewelry exploration.
3) Create a thorough description for each piece of jewelry to build consumer trust.
Let the Game Begin
Qualitative research techniques, mainly my user interviews and usability testing sessions, helped me develop some general but practical questions during my design process.
Who is the user, and how my product helps them? What challenges could the user face during the process? Who are my competitive audits?
Then, I used an affinity diagram to divide the data and classify them to understand users' goals better.
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User Pain Points
01
Visualization
One of the main reasons users prefer in-person shopping over online shipping for jewelry is that they can try it and have a sense of its size and how it looks with their other accessories. Users were frustrated about not having this ability
02
Assistance
Users need advice or sometimes have questions during their purchase. Jewelry is a valuable thing, and it makes users more careful with what they buy. Being in the shop in person gives them more assurance because they can always discuss their concerns with the sales man.
03
Trust
Jewelry is often expensive and valuable. People spend more time deciding and more money to buy a piece for themselves or someone they love. They want to make sure their purchase is precisely what they expected. Since fake jewelry is sometimes hard to recognize, users need more assurance and trust.
Competitive Analysis
To ensure Wrapper has a good market fit and a compelling advantage over others, I had to conduct a practical competitive market analysis.
I evaluated several vital features from user surveys and identified which ones Gold Rush could capitalize on to have a leg up over the other applications.
Meet the Users
“ I'm passionate about jewelry and I love it as a gift! I feel I'm never fully dressed without it”
Lucy
35 Years
Master's in Literature
Frankfurt, Germany
Middle Class
Divorced
Highschool Teacher
Goals & Frustrations
• Buying a valuable gift for loved ones
• Finding something she likes easily
• Investing a part of her money by buying jewelry for herself
• Always uncertain about the size and scale
• Confused by lots of available options
• Uncertainty about delivery and repair time
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Lucy is a 35 years old literature teacher who lives in Frankfurt, Germany. She loves to buy stylish jewelry for herself and invest her money. She also loves to buy gifts for people she loves. However, she usually is unsure about the size of the piece she likes or how it looks on her. Sometimes she wants to make changes in size or shape, but it’s hard for her to let the seller know with online chat compared to in-person shopping.
“ My wife and I are a fan of having a collection of gemstones and jewelry. We love to look into websites and follow the latest trends! ”
Adnan
43 Years
Diploma
Doha, Qatar
Married- Has a two year old son
Businessman
Goals & Frustrations
• Having a collection of jewelry and gemstones
• Investing money
• Buying gifts for special occasions and anniversaries
• Know more about the designers
• Get pieces that match are accessories
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• Not able to make sure if the piece we are buying matches what we already have
• Not able to customize the design
• Uncertainty about the originality of the piece
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Adnan is a businessman who lives in Doha, Qatar with his wife and his 2-years old son. Adnan and his wife, Amaal, have been gathering pieces of jewelry and gem stones for 11 years since they got married. Adnan loves to go to jewelry shops and look at the new trends, talk to the sales men and know more about the designs. However, he is super busy with his job, and when he comes home, the stores are closed. Therefore, online shopping is a great opportunity for him to have a better comparison through stores and save his time. But with online shopping, he is concerned about the scale and size of the piece, how it goes with his other jewelry, and if they are good quality or not.
Empathy Map
Information Architecture
P & P Wireframes
Prototypes
CHALLENGE 1
Visualization
All participants during the interview showed concern and frustration about the uncertainty about the size and scale of the piece they were buying. They can't compare their accessories with the new ones, making them think twice about shopping online instead of in person. So I decided to have a virtual trying camera. Users can turn their cameras on and virtually try the piece they want. In this case, they can quickly put it on while having accessories and sense the size and how the jewelry looks on them.
CHALLENGE 2
Assistance
One of the advantages of shopping in person compared to online shopping is the salesman assistance. However, especially in jewelry shopping which is a valuable thing, users would be happy if there was someone that could address their concerns about resizing or helping them to find what they like. I tried to solve this problem by adding a "contact a specialist" feature that gives the user different options for communication with a specialist.
CHALLENGE 3
Trust
Since Jewelry is usually expensive and valuable, it is hard for users to trust online shopping. They need more assurance, such as warrants, return policies, etc. By adding a part called "More About the Designer," I tried to build more trust for users. When they know who has designed the piece they are buying and learn more about their other designs and background, it feels more natural, and they usually can trust the website more. Also, they can get familiar with their favorite designer, which helps them narrow down their options in the future.
Style Guide
Using a gentle gradient made up of warm hues felt ideal for Gold Rush's identity. When combined with the dark Brown, the pink makes consumers feel cheerful and strikes a beautiful balance between calming and uplifting. Finally, Lao MN is the font of preference for the Website. Because it delivers a consistent character width across all styles and gives the brand a more reliable, approachable, and friendly vibe, I thought this typeface worked best for the Website.
Colors
Type
Buttons
Logos
Takeaways
Working on Gold Rush was enjoyable and rewarding as an accessory and jewelry enthusiast. As my first project on the website, I defined pain points, interact with users, and always had them at the center of my attention. I learned that the design process is iterative, and I must redo many steps to get the best out of my design. I learned a lot about accessibility and inclusivity and considered them throughout the process. I enjoyed moderated studies because I could interact with users while testing my design. I became comfortable working with Adobe XD and learned a lot about new design rules.