Ring Designer

This project was completed for Jostens to help remove friction and help users complete creating and purchasing their custom class jewelry.

The UX had to be easy to complete on a mobile device with the demographic trending younger, it had to be seamless between mobile and desktop users. With thousands of choices across hundreds of rings making the complex simple was not a small undertaking.

This product was launched in the spring of 2018 and has generated much success driving increased conversions and higher average order value.

 

Project Team

 

My Role

UX/UI Design
User Research
Content Strategy
Product Design

Team

Development
Project Plan
Project Documentation

Duration

Aug. 2017 - Oct. 2017
Feb. 2018 - Aug. 2018

 
original UX of ring designer on a mobile device

Problem

Business Issues:

  • Flash ring designer retirement and the new responsive UX was launched without design or testing

  • New issues introduced were many and were causing a decline in orders, increased phone calls, and decrease confidence in the online channel for sales reps.

  • The goal was to create a new tool that would gain back the confidence of the consumer and the sales team.

UX Issues:

  • Users of the first responsive ring designer were getting stuck and it was increasing customer service calls, increasing friction with reps, and decreasing sales for consumers.

  • Complete heuristic and onsite user testing to fix the immediate pain points of the consumers.

  • Work on re-design while immediate needs were being addressed to create a best-in-class experience and flow.

Business Requirements

  • Better user experience to increase site engagement of the consumer and sales rep

  • Increase conversions and average order value

  • Educate the consumer on ring stone and metal options seamlessly

  • Create a guided journey similar to order taking in school

  • Incorporate Payment options and Save design into the user flow

Process

 

User Testing

In-person and remote user testing was performed.

 
user testing video of desktop experience version 1 user testing

Wireframing + Prototyping

Several rounds of wireframes and prototypes were produced based on interviews with consumers, sales, and leadership and then tested with users both in person and with remote user testing.

Wireframe of mobile ux of ring designer

Development

The development team was provided with an interactive prototype using Sketch and Invision mock-ups that guided the process business requirements and development timeline.

Development handoff of full desktop prototype in sketch
 

Solution

  • Experience now guides the consumer step by step through a journey

  • Users clearly understand how to complete steps

  • Users can see payment options, review their design options, and have the option to save and email their designs.

  • Saved designs trigger email automation making the experience sticky

  • The average order value increased online significantly

  • Sales representatives regained confidence in sending students online to build and complete their ring orders.