Discover a New Sparkle Every Month: Transform Your Look with this Subscription Jewelry App.
Overview
Inspired by the challenges customers faced with in-store jewelry shopping, our team set out to revolutionize the experience with JewelStash. In just 4 weeks, we crafted a subscription-based jewelry app that transforms the way users discover and enjoy jewelry, offering unprecedented variety, flexibility, and customization to elevate their shopping journey.
Type: Product Design
My Role: Research & UX/UI design
Timeline: 4 Weeks
Tools: Figma, Trello, Slack, Zoom, Affinity Photo 2 & GoogleDrive
Exploring the Problem
Investing in jewelry can be expensive and inconvenient, with high upfront costs and the hassle of in-store shopping.
Buying Jewelry: Permanent Ownership can be a burden
Why JewelStash?
From a young age, I watched my mother invest thousands of dollars in jewelry, and naturally, I followed in her footsteps. However, I've quickly grown frustrated with the amount of money I've spent on pieces that I've barely worn, and over time, some have even been lost.
I often find myself wanting to rent jewelry for special occasions and return them afterwards, making the process both convenient and cost-effective.
As of 2024, a survey by Jewelers of America found that 65% of consumers are seeking more personalized and flexible jewelry shopping experiences, with 45% expressing strong interest in subscription-based models that offer tailored selections and convenience.
The Solution
Rent Jewelry, Embrace Variety: Access High-Quality Styles Without the Commitment.
Seamless, tailored, fulfilling, subscription-based Jewelry access
In-App Survey
This feature captures user preferences to personalize their selections, ensuring they only see jewelry that aligns with their tastes and avoids the hassle of browsing irrelevant options.
Subscription-based Plans
Users can choose from various plans for occasional updates or regular new pieces, ensuring a flexible, personalized experience that matches their style, budget, and needs.
Rent-to-Own
Find a piece you really love? Have the option to keep it.
01 Research
Defining Research Goals
Identify the pain points
in the online jewelry
shopping experience
Investigate how technological
advancements have affected the
online jewelry shopping experience
Assess how transparent pricing
and perceived value influence
trust and satisfaction
Identify the factors that
influence online jewelry
purchasing decisions
Identify the post-purchase
aspects that affect customer
satisfaction and loyalty
Identify any existing apps that help
users do this and add features
that will better suit their needs
Understand how trust in the company plays a role in people's buying habits
Understand how price affects purchasing behaviour and
decision making
Understand consumer interest
in renting, returning and
renting-to-own options
We planned and conducted 6 interviews with our target audience. They all came from different walks of life, with different professions and ranged from 22 to 52 years old. The research phase also took into account responses from 39 individuals through a Google survey.
Survey Results
30%
Of users purchase
Jewelry Online because
of convenience
46.2%
Typically spend anywhere
from $50 - $100
on jewelry purchases
71.1%
Want more customization
options to enhance their
shopping experience
74.4%
Consider the condition
when buying pre-owned
jewelry
Key Takeaways
Cost and Purchase Management Challenges
Users are dissatisfied with the high upfront costs of jewelry and the complexity of managing individual purchases, indicating a need for more cost-effective and manageable solutions.
Convenience and Affordability are Top Priorities
Customers highly value convenience and affordability in their jewelry purchases, seeking options that fit seamlessly into their lifestyles and budgets.
In-Store Shopping and Rental Options
Pain points include the inconvenience of in-store shopping and the lack of flexible options for renting or returning jewelry, highlighting a demand for more accessible and adaptable shopping experiences.
02 Define
Introducing Jessica
JESSICA BREE
ABOUT
Jessica is an actress who believes jewelry is a form of self expression. She is extroverted, kind and spends a lot of time on social media platforms. She finds it difficult to keep everything in order.
HABITS
Lookout for trendy accessories and unique pieces
Prefers shopping online
Likes to save money, but at the same time indulge herself
Listens to the opinion of the majority
GOALS
Change accessories & style more often
Good products for less money
Buy expensive products to celebrate an important event
PREFERENCES
Music
Time with friends
Fashion magazines
Books
Work
FAVORITE BRANDS
PAIN POINTS
Wants to find nice jewelry but on a budget
Products often differ from what is shown in the picture
She can’t keep wearing the same pieces
Jessica is a persona made of all the ups and downs a user has when looking for the perfect jewelry shopping experience. She is going to help us with this journey in design that will address the root of the problems and understanding the users main goals and concerns.
How might we help Jessica ?
JewelStash recognizes that users like Jessica feel restricted by the limited options and high costs associated with traditional jewelry companies. We believe that through our subscription based platform, we can provide users with a wide-range selection of jewelry choices while being Cost-Conscious.
How might we empower users to express their unique style by offering an alternative way to acquire jewelry that stays within their budget?
Learning from competition
In our competitive analysis, we observed that many competitors operate solely through websites rather than dedicated apps, and often lack comprehensive personalization features. Their subscription models generally offer limited flexibility and do not support returns. Additionally, users face constraints with rental durations and lack options to purchase rented items.
Unlike our app, these platforms typically do not provide choice within their subscription boxes and rely on generic surveys or forms to make decisions for users, rather than tailoring options to individual preferences.
Improving Jessica’s Shopping Experience
With Jessica in mind and an established “how might we statement”, we created a more desirable journey that would alleviate her pains.
We used user stories and a feature prioritization matrix to identify the features that would provide the most value for Jessica. By prioritizing
these features, we would ensure that JewelStash will deliver value and provide an exceptional user experience.
JewelStash Features
In- App Survey
Multiple Subscription Plans
Rent-to-Own Options
Accurate Product Information
Transparent Prices
Reviews
Easy Returns
Transparent Policies
Some Constraints
Subscription Plans: Ensure each subscription tier offers clear benefits justifying its price and use reliable payment gateways for transparent billing.
Rent and Return: Track and manage rented items effectively, maintain high-quality standards through regular inspections, and design an intuitive rental and return process.
Budgeting: Develop affordable yet sustainable pricing, provide clear cost information, and ensure budget options do not compromise on quality.
Design Principles
User-Centric Design
The app will feature a user-friendly interface with clear labels, simple icons, and intuitive browsing. Users can set preferences for styles, materials, and occasions, tailoring the experience to their tastes and boosting satisfaction.
Visual Appeal
Use high-resolution images and videos to showcase jewelry in detail. Design the app with a clean, stylish look that reflects the luxury and sophistication of the brand.
Seamless User Experience
Streamline the subscription and payment processes for simplicity and speed, offering various payment options and easy subscription management. Ensure a straightforward, hassle-free returns and exchanges process with clear instructions and support.
03 Design
This is Jessica’s journey through JewelStash. She begins by onboarding and answering a two-minute survey to customize her options and offer her a seamless user experience. The flow also shows her return process.
Low-Fidelity Screens
04 Testing
Putting things together
After putting this end-to-end lo fidelity prototype, we ventured off into usability testing. We were able to
observe users navigating through our new jewelry app. We closely paid attention to what was working, what wasn’t
and any comments they made about confusion while going through the flows.
Goal 1
Create an account on JewelStash
Goal 2
Look for & choose a Jewelry set
Goal 3
Pick a subscription plan, edit profile and save a card on file for payment
Goal 4
Checkout an item and land on the 'items shipped' page
Goal 5
Return rental item
Results
Goal 1 :
Onboarding
5/5 users successfully completed the task with no help
Goal 2:
Filter
& choice
3/5 users completed the task but had some trouble with some functions
Goal 3:
Subscribe
and Pay
3/5 users completed the task but had some trouble with some functions
Goal 4:
Checkout
4/5 users completed the task but had some trouble with some functions
Goal 5:
Return
5/5 users successfully completed the task with no help
Key Takeaways
4/5 users had trouble
navigating through the filter page
Add slider to price filter
3/5 users suggested the
buttons could be more accessible
Created more accessible buttons
3/5 users were confused about
the subscription plan flow
Add subscription plan prompt
before adding item into cart
Revisions
Creating a slide bar with the ability to type in specific price
Creating accessible buttons
Users are prompted to choose a subscription plan before adding into their cart
05 UI + Branding
Building The Brand
Our visual identity blends vibrant elegance with contemporary design, highlighted by a striking bright yellow against a rich, dark background. This bold colour palette evokes luxury and sophistication, ensuring a memorable and eye-catching experience.
Together, these elements create a distinctive aesthetic that mirrors the premium quality of our curated jewelry and the seamless, user-centric experience we strive to provide.
06 Final UI
07 Next Steps
What I Learned
In the course of designing JewelStash, I’ve come to appreciate several key insights that will guide our next steps:
User Experience is Paramount: Ensuring a seamless and enjoyable user experience is crucial. Our focus on easy returns and convenience will be a significant factor in driving user satisfaction and loyalty.
Personalization Enhances Engagement: Users value personalization, especially when selecting jewelry for specific occasions. Tailoring recommendations based on user preferences and past behaviour can greatly enhance their experience and drive higher engagement.
Feedback is a Valuable Resource: Actively seeking and analyzing user feedback has provided us with actionable insights into areas for improvement and potential new features. Listening to our users is essential for continuous enhancement of the platform.
Next Steps
To build on these learnings and further enhance JewelStash, we plan to incorporate the following features:
Enhanced Personalization: Develop advanced algorithms to offer even more tailored jewelry recommendations based on user preferences, browsing history, and occasion-based filters.
Virtual Try-On: Implement augmented reality (AR) technology to allow users to virtually try on jewelry pieces. This feature will help users visualize how different items look on them before making a purchase.
Loyalty Program: Introduce a loyalty program that rewards repeat customers with points, discounts, or exclusive access to new collections. This will help strengthen customer retention and encourage frequent engagement.
Educational Content: Add informative content such as buying guides, care tips, and style advice to help users make informed decisions and increase their confidence in purchasing jewelry online.
Enhanced Customer Support: Expand customer support options with live chat, video consultations, and more comprehensive FAQs to provide immediate assistance and resolve issues quickly.
By integrating these features, we aim to further elevate the JewelStash experience, ensuring our platform remains at the forefront of the jewelry industry in both innovation and user satisfaction.
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