Gorjana

UX Optimization for Jewelry E-commerce Brand

THE CHALLENGE

Gorjana needed to elevate their digital presence while maintaining their brand identity across 80+ retail locations. The project required creating a cohesive online shopping experience that matched their premium jewelry positioning while improving conversion rates through data-driven design decisions.

USER EXPERIENCE OPTIMIZATION

We took an evidence-based approach to improving the customer journey, using multiple research methods to identify and validate opportunities:

• User testing sessions
• A/B testing
• Analytics analysis
• Heat mapping
• Session recordings
• Customer surveys
• Conversion tracking
• Mobile usability studies

DESIGN SYSTEM DEVELOPMENT

Building on Gorjana's existing brand identity, we created a sophisticated design system that enhanced both aesthetics and functionality:

• Product visualization
• Filter systems
• Mobile navigation
• Collection browsing
• Gift selection
• Store locator
• Checkout flow
• Product details

CONVERSION OPTIMIZATION

Data insights guided targeted improvements across key user interaction points:

• Product detail pages
• Filter/sort functionality
• Mobile navigation
• Gift selection
• Store pickup
• Checkout process
• Gift wrapping
• Same-day delivery