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[Case 03]

Aura Moon

E-commerce

Adoption made simple and accessible

[Project Overview]

Aura Moon is a website offering timeless jewelry for various occasions. The project brings thoughtful brand identity with UI/UX design, focusing on a seamless user experience, intuitive navigation, and iterative improvements based on user research.

Aura Moon is a website offering timeless jewelry for various occasions. The project brings thoughtful brand identity with UI/UX design, focusing on a seamless user experience, intuitive navigation, and iterative improvements based on user research.

[Problem Goal]

  1. Create an engaging and intuitive platform where customers can easily browse products.

  2. Increase customers engagement through storytelling, visually appealing product layout to encourage purchases. 

  3. Communicate that the store provides both everyday pieces and special occasion jewelry and emphasize the quality.

[Industry]

E-commerce

[My Role]

UI/ UX Designer

[Methods]

User Persona

Design Brief

Usability Test

Wireframe & Prototype

[Timeline]

October 2024- December 2024

View Prototype

View Prototype

[Process]

[01] Target Market

The business specializes in high-quality craftsmanship and premium materials, offering timeless and fashionable designs for all occasions.

Age: 20-50 years old

Income: Middle to high-income who are looking for everyday wear or high quality jewelry for special occasions

[01] Target Market

The business specializes in high-quality craftsmanship and premium materials, offering timeless and fashionable designs for all occasions.

Age: 20-50 years old

Income: Middle to high-income who are looking for everyday wear or high quality jewelry for special occasions

[01] Target Market

The business specializes in high-quality craftsmanship and premium materials, offering timeless and fashionable designs for all occasions.

Age: 20-50 years old

Income: Middle to high-income who are looking for everyday wear or high quality jewelry for special occasions

[02] Design Brief

Conducted interviews with 15 frequent users to uncover frustrations and preferences.

Analyzed behavioral data to identify bottlenecks in the current flow.

Benchmarked against competitors to identify best practices for checkout flows.

[02] Design Brief

Conducted interviews with 15 frequent users to uncover frustrations and preferences.

Analyzed behavioral data to identify bottlenecks in the current flow.

Benchmarked against competitors to identify best practices for checkout flows.

[02] Design Brief

Conducted interviews with 15 frequent users to uncover frustrations and preferences.

Analyzed behavioral data to identify bottlenecks in the current flow.

Benchmarked against competitors to identify best practices for checkout flows.

[03] Wireframe & Prototype

Conducted interviews with 15 frequent users to uncover frustrations and preferences.

Analyzed behavioral data to identify bottlenecks in the current flow.

Benchmarked against competitors to identify best practices for checkout flows.

[03] Wireframe & Prototype

Conducted interviews with 15 frequent users to uncover frustrations and preferences.

Analyzed behavioral data to identify bottlenecks in the current flow.

Benchmarked against competitors to identify best practices for checkout flows.

[03] Wireframe & Prototype

Conducted interviews with 15 frequent users to uncover frustrations and preferences.

Analyzed behavioral data to identify bottlenecks in the current flow.

Benchmarked against competitors to identify best practices for checkout flows.

[04] Usability Testing

Conducted interviews with 5 possible users to get feedbacks from prototype

Analyzed data to make improvements

Benchmarked against competitors to identify best practices for checkout flows.

[04] Usability Testing

Conducted interviews with 5 possible users to get feedbacks from prototype

Analyzed data to make improvements

Benchmarked against competitors to identify best practices for checkout flows.

[04] Usability Testing

Conducted interviews with 5 possible users to get feedbacks from prototype

Analyzed data to make improvements

Benchmarked against competitors to identify best practices for checkout flows.

[Persona]

Sophia

Interior Designer

Age: 32

Location: San Diego City

Tech Proficiency: Moderate

Gender: Female

[Goal]

Currate a collection for special occasion

Finding jewelry that can be worn for various occasions without breaking the bank

Desires pieces that will last and make her feel confident and beautiful

[Frustrations]

Feeling disappointed after purchasing low-quality jewelry that tarnishes quickly

Missing out on special occasions due to not having the right jewelry to complement her outfits

Fustrated with complex checking out process

[Logo Design]

[Fonts]

Heading (Playfair Display, semi bold)

Main header (font size 56)

Sub header (font size 48)

Secondary header (font size 32)

Bold Text RegularText (Open Sans)

bold font size 18

regular font size 16

Product Title, Special highlight (Allura)

Font size 28

Font size 32

[Main Color]

[Accent Color]

[Sample Image]

[Wirefram]

[Usability Testing]

[Data Takeaway]

  1. Users are highly satisfied with the Aura Moon website, especially its easy navigation and efficient checkout process. All participants rated their experience a 5 (strongly agree), reflecting the site’s success in these areas. However, 60% indicated they would return, highlighting the need for improvements.

  2. 20% (1 user) rated checkout amounts and price information clarity as a 3 (Neutral), suggesting that they found it hard to read and digest all of the information in the cart summary.

[Interview Takeaway]

  1. Increase font size for filters and enlarge the “Shop Now” button for better visibility.

  2. Introduce clearer navigation cues, such as a dedicated “Home” button.

  3. Implement smoother page transitions for a better browsing experience.


[Key Learnings]

User-Centered Design is Crucial

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

User-Centered Design is Crucial

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

User-Centered Design is Crucial

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

Responsive Design Enhances Accessibility

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

Responsive Design Enhances Accessibility

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

Responsive Design Enhances Accessibility

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

Emotional Connection Drives Engagement

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

Emotional Connection Drives Engagement

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

Emotional Connection Drives Engagement

Incorporating storytelling and high-quality visuals (e.g., bunny images and personal stories)can fosters emotional bonds, encouraging users to adopt.

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