MER Jewelry - E-Commerce Experience Redesign
Contribution Areas
Project Overview and Design Scope
MER Jewelry is a fine jewelry brand offering engagement rings, wedding bands, diamonds, earrings, and necklaces. The brand already had an active website, but the experience felt visually cluttered and did not support product discovery or conversion effectively.
The scope of this project focused on redesigning key high-impact areas of the site: the homepage, About page, education content, and the global navigation system. The goal was to improve visual clarity, strengthen brand trust, and create a more sellable experience without overcomplicating the structure.
Homepage Redesign for Visual Clarity and Conversion
The homepage was redesigned with a clear conversion mindset. The previous layout contained too many competing elements, making it hard for users to understand where to start. The new structure introduces a stronger visual hierarchy, clearer entry points into product categories, and improved spacing to let key products stand out.
High-intent categories like engagement rings and fine jewelry are surfaced early, supported by trust-building sections and clean CTAs. The design balances aesthetic appeal with commercial intent, encouraging users to browse, explore, and move closer to purchase.
About Page - Building Brand Trust
The About page was redesigned to communicate the brand story in a more structured and credible way. Instead of long text blocks, the content is broken into scannable sections that highlight the brand’s values, craftsmanship, and approach to jewelry.
This page plays a supporting role in the buying journey, helping users feel confident about the brand before making high-value purchase decisions.
Education Page - Supporting Confident Buying
Jewelry purchases often require education and reassurance. The education page was redesigned to simplify complex concepts and present information in a more digestible format.
The layout focuses on clarity and readability, helping users understand materials, diamonds, and craftsmanship without overwhelming them. This reduces hesitation and supports informed decision-making during the shopping journey.
Outcome
The redesigned experience improved visual clarity, product discovery, and overall trust. By simplifying key pages and navigation, the site feels more focused and easier to shop, supporting stronger engagement and conversion without changing the brand’s core identity.