Works
About
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Virani jewelers
Intuitive Filtering for Luxury Jewelry Shopping
Virani Jewelers needed to improve their e-commerce platform to help customers navigate their extensive jewelry inventory. Their Shopify-based site had limited filtering capabilities that failed to help shoppers find items and understand complex diamond characteristics. Our team partnered with Virani to transform their shopping experience with intuitive filtering systems tailored to their South Asian customer base.
Service
UX/UI Design
What we did
Information architecture & navigation system
Interaction & visual design
User research & persona development
User flow mapping
Customer Research
Understanding Virani’s Jewelry Shoppers
We conducted customer research to understand the luxury jewelry shopping journey. Through interviews, we created personas representing key segments: South Asian Americans maintaining cultural connections, investment-focused buyers, and working parents.
Our research revealed luxury purchases involve multiple brand interactions, with many sales finalizing offline.
User Journey Mapping
Mapping the Purchase Journey
We mapped user flows across touchpoints to identify where digital experiences could have the most impact. The visualization revealed critical moments where customers needed additional information or support.
Information Architecture
Building a Structured Foundation
After analyzing needs, we developed a comprehensive site structure and template system for consistent design. We documented metadata requirements for jewelry items to support advanced filtering.
Iterative Design
Exploring Interface Solutions
We explored multiple interface solutions through iterative design to find the right balance of simplicity and functionality. Early concepts tested various ways to present filtering options and product information.
Nagivation System
Intuitive Navigation Structure
Our navigation system revealed previously hidden functionality with clear hierarchy and improved organization. The mega menu design allows users to preview categories before clicking.
Filtering System
Educational Filtering Experience
The comprehensive filtering system helps users find products while educating them about jewelry characteristics. When selecting options like diamond color, visual representations appear demonstrating the range.
Filtering System
Consistent Mobile Filtering
The mobile experience maintains educational benefits, showing visual examples as users adjust filters. The responsive design ensures all filtering capabilities work effectively on smaller screens.
Visual Design
Simplified Product Display
We simplified complex product displays with improved typography and visual hierarchy, making information more scannable and actionable. The consistent design language helps users navigate between product categories.
The Impact
The redesigned experience transformed how users interact with jewelry online:
• Complex jewelry selection became accessible to non-experts
• Increased site engagement drove both online sales and store visits
• Sales staff focused on high-value service instead of basic education
• Customers could confidently navigate complex diamond characteristics
The redesign successfully bridged traditional South Asian jewelry shopping patterns with modern e-commerce expectations.
Credits
Product & UX Design
Hector Hernandez
Research & UX Support
Shefali Kumar
Developer
Steven Chu
Data & Tech
Vibhor Pal