About the Project

In 2020, I led the complete migration and redesign of a jewelry company’s website, Exclusive Sports Jewelry, from a dated platform that was difficult for the clients to manage to a modern, user-friendly one.

The goal was to improve user experience, reduce website maintenance costs, and ensure the site was mobile-friendly, as the previous site did not have responsive design.

For this project I successfully migrated over 500 products, created custom UX/UI design elements, and made the website significantly easier to use for users, and easier to manage for the client.

The Challenge

The jewelry company’s existing website was outdated and cumbersome, resulting in high maintenance costs and poor user experience. The company needed to modernize its online presence and improve the ease of use for customers, including incorporating a mobile version which the previous website didn’t have. Finally, the website was difficult for the clients to edit themselves, which resulted in costly maintenance fees from the contracted web design company.

Scope and Process

Website Migration

I migrated 500+ products from the old platform to a new one, ensuring a smooth transition that maintained key product information. This migration reduced the company’s web maintenance costs by 75%.

UX/UI Design

I created user personas based on Google analytics trends, information from the clients, and designed the website accordingly. For instance, the clients shared that the majority of their customers were aged 50 and above, prompting me to increase the website's default font size for improved readability. I created wireframes, and mockups to understand the ideal user experience. I utilized these insights to design the site’s layout, navigation, and visual elements with the goal of improving both functionality and aesthetic appeal.

Mobile-Friendly Design

I Made sure the new website was fully mobile-responsive, resolving the issues with the previous site’s lack of mobile optimization. I focused on ensuring that the website performed seamlessly on both desktop and mobile devices.

User Testing

I conducted user testing with real customers to identify pain points and make iterative improvements before launch. I focused on ensuring an intuitive navigation flow and clear calls-to-action.

Training and Support

Developed a user guide and provided training to the client on how to manage and update the new website. This ensured that the client could independently manage the website post-launch.

Final Deliverables

• A new, responsive website that optimized the user experience for both desktop and mobile users.
• Wireframes, mockups, and user personas that guided the design process.
• User testing insights and design adjustments based on feedback.
• User guide and training materials to ensure the client could maintain and update the site independently.

Results

• The migration and redesign reduced the company’s web maintenance costs by 75%, allowing them to allocate resources to other areas of the business.
• The new website improved user experience and conversion rates, especially due to mobile optimization (previous site wasn’t mobile-friendly).
• Client satisfaction was high, as they reported feeling empowered to manage their new site with minimal ongoing support due to the comprehensive user guide and training.

What I Learned

This project strengthened my ability to migrate websites with little downtime, ensuring that the transition from the old platform to the new one was smooth and cost-effective.This involved accessing the old website’s SQL database, downloading and aligning it with the new site’s specifications to streamline migration and avoid re-entering data for over 500 products. I also ensured the domain was correctly pointed and provided alternative ways to access the website during the migration process. The project gave me further insight into how design can directly impact a business's success.