Effy Jewelry is a globally renowned brand, known for their distinct designs and impeccable quality. This project entailed migrating Effy from Magento to Shopify and creating an experience for their broad target demographic, which is mainly women over 50.
As an Experience Designer at diff agency Justine took the lead on the design of this project. Effy provided their brand guide and user personas for the team to elaborated on, and help flesh out the new IA, taxonomy and UI. For this project Justine created several different iterations of the IA, wireframes and UI designs.
After iterating on several versions of the IA and taxonomy Justine arrived at a final solution that made the most sense for Effy’s large assortment of jewelry and product categories. Having refined their categorical hierarchy, ‘Featured’ being the most shopped category was positioned on the left, followed by ‘Jewelry’, ‘Collections’, ‘Gifts’, ‘Sale’ and ‘About’. Both ‘Jewelry’ and ‘Gifts’ have secondary and tertiary sub-categories. The ‘Explore’ category was something Justine purposed to Effy for both ‘Jewelry’ and ‘Gifts’. This would allow users to see categories by occasion and also includes popular categories such as: ‘New Arrivals’ and ‘Best Sellers’.
Design
Wireframes
After completing the IA Justine worked with another designer and interated on the main path-to-purchase pages: the homepage, product landing page, and product detail page. The homepage consists of modular sections that provide Effy the ability to feature new products, showcase: best sellers, sale products, and press and celebs. The modules designed provide Effy with several ways of displaying their content across multiple pages.
During the wireframing phase the team suggested to Effy that they consider maintaining a consistent ratio across all of their product images. All product images were laid out using a 1:1 aspect ratio, with supporting images maintaining a 2:3 aspect ratio.
Design
Final UI
For the UI design phase of the project Effy supplied us with supporting images to use as placeholders. The design style is light with plenty of white space to make each modular section stand out on its own. The chosen fonts add a subtle elegance to the page: Chronicle Display for headings and Montserrat for all links, bodycopy, and sub-headings. Effy’s colour scheme was followed, which consisted of black, soft greys and teal. The finished product is refined and elegant, perfectly suitable for their brand.
Displayed below are the initial design mocks that were signed off on. Since project launch Effy has tweaked a few things and reconfigured the modular sections on their homepage.
