Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
COMPANY: ECHIDNA, INC. / CLIENT: STERLING JEWELERS / ROLE: UX RESEARCH & DESIGN
Watch the App in Action (1:08min)
The goal was to re-imagine engagement ring shopping experience on a tablet and develop a mobile strategy & tablet engagement ring app prototype for Sterling Jewelers (Kay & Jared brands).
I conducted contextual inquiry research with target users, developed 3 main personas & 1 influencer, ran competitive research, created interactive iPad wireframes & collaborated with the visual designer on final graphics designs.
User research takeaways
Competitive research
User research takeaways
Competitive research
User research takeaways
Competitive research
User research takeaways
Competitive research
Three distinct experience strategies
From discovery through purchase
Key highlights
User stories
Wireframe
Users were motivated by different factors which affected their decision journey and final choice
Dimond shape was one of the first, most important customer decisions (driven by the influencer persona)
Additional educational layers helped both the technical buyers as well as the artist / romantic personas seeking storytelling
The journey continued with making further decisions through highly visual, interactive experience
Consistent educational content & experience strategy throughout the flow
Matching the size can be a struggle, but can be helped!
Validating all selections and selecting the next journey phase (actual purchase)