Gita Jewelry
Jewelry supplies online shop
Gita's website had developed some inconsistencies over time that made it confusing to shop on.
We looked into why sales were decreasing and realized two main issues were causing customers to give up partway through buying. To improve matters, I suggested research-driven changes focused on simplifying checkout, plus freshening up the overall site design so Gita stays easy to shop.
In this project, I worked with the client on a freelance basis. I thoroughly examined their website to identify any issues and proposed user experience (UX) solutions. I crafted wireframes and prototypes to showcase the proposed improvements.
Furthermore, I provided creative guidance to the client who wished to design the website themselves. I also delivered instructions to the developers for implementing the necessary changes.
The project had a limited budget, which had to be divided between requirements gathering and development.
To identify areas for improvement, I leveraged website analytics data from tools like Google Analytics and Hotjar, as well as customer data from the company's CRM system.
Additionally, I analyzed feedback surveys that the company had sent to its users over the past six months.The primary and most significant issues that required immediate attention were:
Predominant iPhone Safari visits showed site loading problems, unresponsive buttons, and clicking issues. Similar problems on Safari desktop.
Intrusive banners and cart/checkout pop-ups negatively impacted shopping flow.
Too many options caused cognitive overload and undermined buyer confidence.
Redundancies and illogical menus required extensive navigation, harming user experience.
A competitive analysis uncovered several UX issues that could be transformed into opportunities for improvement.
Visually overloaded homepages, featuring cluttered images presented in multiple layouts, fonts, and colors. Gita was no exception here, and that needed to be corrected.
This created an experience of cognitive strain for the user.
5 websites were checked - 3 of them required account registration before adding items to carts, deterring casual browsers and quick purchasers from progressing further.
4 of them required the user to sign in or create a new account in order to checkout.
Massive hold back.
The checkout page contained extraneous information and fields before the first step of the process was even displayed to the user. The text fields were small and cluttered in size, insufficient to accommodate the amount of text users may need to enter.
Use the Figma navigation arrows to move between screens
My client designed the website you can see online today. However, for my own practice, I conceptualized a different design approach - a classic, minimalist, timeless aesthetic that clearly showcases the products as the main focal point.
I drew inspiration from the crystal shapes Gita sells to create this beautiful, holistic redesign.
In this project, conducting extensive user research with real users wasn't possible due to budget limitations. So, I made the most of the available tools - Hotjar and Google Analytics. They helped me pinpoint the issues and deliver an informed user experience solution.
Once the wireframes were finalized, I created a comprehensive technical document for the developers, outlining the required changes and their implementation.
After the development phase, I conducted meticulous testing and made necessary adjustments.
As a result of the new designs, Gita's sales have been steadily increasing, and we've received exceptional feedback from satisfied customers.