Bringing craftsmanship and storytelling to the forefront.
A 4-week UX design project for a jewellery e-commerce client, focused on redesigning the Product Description Page to highlight the craftsmanship and intricate details behind each stunning piece.
Roles & responsibilities
My Role:
UX Designer
Timeline:
4 Weeks
Team:
UI Designer, Product manager
UX/UI Design
Jewellery e- commerce
Responsive website
Note: I've left out the client’s name to respect confidentiality.
Where it all started
A beautiful jewellery piece, a forgettable experience
Imagine scrolling through a stunning jewellery piece on a website—flawless cuts, exquisite detailing, pure elegance. You flip through the images, admiring its beauty, and then… bam, that’s it.
No craftsmanship story. No intricate details. No connection to the artistry behind it.
Instead of feeling drawn to own this piece, you’re left staring at the screen, wondering:
What’s the cut of this stone?
What about the details of the jewellery?
What about exchange policies?
This is exactly what our client—a luxury jewellery brand—felt was missing. Their existing PDP lacked depth, emotion, and engagement.
It was time to craft a product page that didn’t just display jewellery—it told its story.
Goals
Our goal was to enhance user engagement and trust by showcasing the craftsmanship behind each jewellery piece. The revamp allowed users to explore intricate details through high-quality visuals, authentication badges, and customer reviews, ensuring a more immersive and confident shopping experience.
Research & Exploration
Where does luxury jewellery brand stand?
To understand pain points and opportunities, we conducted competitive analysis – Studied Indian and international jewellery brands, heuristic evaluation – analysed common UX issues in current product page
Key takeaways from our research:
Luxury isn’t just about the product—it’s about the story. International brands don’t just sell jewellery; they sell heritage, craftsmanship, and exclusivity.
Users craved details, but they didn’t want to be overwhelmed. The challenge was to create an immersive storytelling experience without making the page cluttered or difficult to navigate.
When users browse jewellery online, they don’t just look for a product—they look for a story. But instead of feeling connected to the craftsmanship, they are left with a standardised product page that lacks personalisation.
Drawing the concepts
Crafting the story
We didn’t just settle on one concept. We explored over 4+ unique design layouts, iterating and refining until we found the one that perfectly balanced.
Our approach was to guide users through a storytelling funnel, starting with engaging them with jewellery images, narrowing down to specific details about each jewellery piece, and broad, engaging insights into the brand's heritage and craftsmanship.
The almost final concept
Every piece has a story
We worked through 4+ design concepts to bring the Indian heritage and modern jewellery vision.
Jewellery brands typically rely on photos of the pieces and they are shot based on themes, yet our challenge was to balance this with visuals and a good experience. We tested multiple layouts to ensure that jewellery images didn't distract from purchasing intent and craftsmanship story but rather enhanced it.
Jewellery authentication badge – Added trust markers & certification details.
Customer reviews & Real Photos – Showcased genuine user testimonials.
My work at Thence are under NDA.
While I can’t share much here, I’d love to discuss about my design process and approach.
Feel free to email me to learn more about my work!
Drop a mail at
anshitanair2000@gmail.com
Impact & Results
Luxury jewellery e-commerce isn’t just about high-end visuals—it’s about creating an emotional connection that makes the user feel like they’re part of something bigger.
Increased time spent on the PDP, as users engaged with the craftsmanship story.
Strengthened brand positioning as a premium, story-driven jewellery house.
Learnings
Creating a unique luxury product page without making it overwhelming. Balanced storytelling with usability, ensures essential details are accessible but not cluttered.
Thank you for exploring my work. Have a great day!