Luxury Jewelry Store UI UX Redesign
Contribution Areas
Product Overview and My Role
Dimend Scaasi is a Chicago-based luxury jewelry brand with 25+ years of heritage in engagement rings, wedding rings, diamonds, fine jewelry, and Swiss watches. The website already generated strong traffic and sales, but the UX and visual identity had not been updated for several years. The goal was to redesign the experience to feel modern, premium, and differentiated from other jewelry sites while improving conversion through clarity, visual trust, and product storytelling.
I led the UX and UI redesign across key pages, including the homepage, engagement ring product detail page, watch listing pages, and the global navigation (mega menu). My role included competitive research, concept direction, UI design for desktop and mobile, and design handoff. All layouts were designed to support brand credibility, higher engagement, and direct add-to-cart behavior.
Homepage - Building Trust and Conversion
The homepage redesign focused on creating a recognizable visual signature instead of repeating the common patterns used across jewelry sites. The structure highlights trust (25 years + authorized dealer status), brand storytelling, and strong product discovery. Hero sections use high-impact imagery of engagement rings and watches, followed by curated collections and clear value propositions that encourage scrolling.
Each block is designed for conversion intent: product cards, color contrast, typography rhythm, and section hierarchy guide the eye toward the items that drive the most revenue. Ring and diamond CTAs are more visible, and supporting sections communicate customization, certification, and sustainability — all critical decision drivers in engagement ring shopping.
The mobile version uses a prioritized vertical structure with simplified navigation, scroll-first sections, and strong CTAs. The layout considers thumb zones, card density, and real-device testing to ensure the experience feels fast and direct.
Product Detail Page Experience
The engagement ring PDP incorporates more detail without overwhelming the user. The layout highlights ring imagery, diamond options, pricing transparency, and personalization choices early in the flow. Secondary content like certificate details, carat explanation, and delivery timelines are added as expandable sections to support informed purchase decisions without increasing cognitive load.
The goal was to combine modern UI visual language with high-trust informational architecture, allowing users to explore rings confidently while staying close to the purchase thresholds.
Mega Menu System - Product-First Navigation
The mega menu redesign organizes the full product catalog across engagement rings, wedding rings, diamonds, gemstones, fine jewelry, watches, and gifting. The structure favors quick scanning, using category grouping, iconography, and short labels that guide users into deep pages quickly. High-value categories appear first, and supporting pages (education, financing, appointments) are surfaced near purchase moments.
The navigation is optimized for mobile with a layered drawer system — prioritizing engagement rings and diamonds while keeping the full catalog accessible through progressive disclosure.
Watch Browsing Experience
The watch listing page required a different tone. Dimend Scaasi is an authorized dealer of major Swiss brands including Rolex and other luxury names. The experience is positioned around authenticity, rarity, and expert curation, not discount-driven e-commerce.
The UI emphasizes model families, condition, certification, pricing visibility, and direct inquiry actions. The card grid uses more negative space, restrained color, and technical typography to communicate luxury, especially for brands where pricing transparency builds trust. The mobile layout makes comparison easier through scrollable filters and consistent card proportions.
Design Outcome and Business Impact
The redesign delivered a modern visual system with a stronger focus on conversion, clarity, and brand trust. By combining visual differentiation with product-driven experience patterns, the website feels more premium than competing jewelry sites while improving how users discover rings, diamonds, and watches. The new layout structure also helps the brand express its heritage and build confidence early in the journey.