Amanda Inc. Jewelry
Trust can be designed.
Partnering with a family-owned jewelry business to design an e-commerce experience that transformed decades of personal relationships into a digital shopping experience built on confidence, education and trust.
Project Snapshot
Date
Feb 2026
Role
Product Designer
Timeline
4 Weeks
Team
4 Designers
Tools
Figma, FigJam, FigSlides, Figma AI, Chat GPT, Google Workspace
The Story Begins
Every meaningful jewelry purchase begins with trust.
Before this project, I rarely shopped for fine Jewelry. Like many people, I assumed that buying jewelry came down to finding something beautiful within my budget. Working alongside Amanda Inc., a family-owned jewelry business built on more than four decades of craftmanship, completely changed that perspective. I quickly learned that customers weren't simply buying jewelry; they were investing in milestones, memories, and pieces they hoped would last a lifetime. That realization became the foundation for every decision we made.
Getting Curious
Our Challenge
Amanda Inc. Jewelry wanted to expand online, but the thing that made her business special was difficult to translate digitally.
What I Wanted To Learn
What builds buyers confidence when making the switch from buying jewelry in person to online.
User Conversations
"Sometimes the designs speak to me, connects with me before I make a decision, and then I check the quality of what I'm getting."
Our user interviews uncovered that;
Buyers want to understand the value and quality of a product before making a purchase.
Buyers need clear and detailed product information; such as size, materials, origin, and accurate representation of how it would look on them.
Buyers value personal relationships with sellers as purchases feel more meaningful and memorable rather than transactional.
Competitive Analysis
We conducted a market analysis to help us better understand how to serve our customers.
Direct competitor Chula taught us how to build trust through storytelling and irl connection
Direct competitor Mejuri helped us educate our customers on product sizing
Indirect competitor Fenty Beauty taught us how to make products inclusive
Indirect competitor Quince showed us how to build confidence through product transparency and quality
Indirect competitor Universal Standards helped us build loyalty through customer reviews, brand story, and fit guides
What Changed My Thinking
I thought Jewelry Shoppers needed better search filters. Instead, they needed to shop with confidence in their purchase decision.
Designing Trust
Telling Amanda's story: This decision was rooted in our users expressing how they preferred to support a business they feel they can connect to. During our market analysis, this decision was supported by the way our competitors shared their story to connect with their customers.
Developing a sizing guide: This decision was backed by our users expressed frustration around not being able to try on a product. Our competitors use online sizing guides that help users build product trust and confidence through size guides that help customers visualize how the product would fit.
User reviews with verified photos: This decision was developed after users expressed wanting to see how the product looks on varying skin tones, whether they were purchasing for themselves or others. They also expressed how users experience with a product oftentimes solidified if they would purchase a product or not.
Product education: This decision was made because our users expressed how they want the quality of the product to match the price. With that, they wanted to feel informed about the products origin.
Bringing it to Life
Our new framework for Amanda Inc. expanding online became an e-commerce site that offers their customers:
a welcoming shopping experience through storytelling and highlighting Amanda Inc. Jewelry's family journey
jewelry purchases that enhance their personal style through complete the look suggestions and product recommendations
an at-home measurement guide to reduce sizing uncertainty, as well as verified customer reviews and photos to get an idea of how the product looks on diverse skin tones
education about the material, origin, and authenticity of a product through dedicated material informational pages linked directly on the product pages. Iconography will be used within the product detail page to quickly highlight key details such as material and care instructions.
After conducting multiple rounds of usability testing, our final product fixed product clarity issue, clickable features that weren't properly interacting, and made it easier for jewelry shoppers of all experience to navigate the site with visuals or descriptors.
Looking Back
What I'm Proud Of
This was the first project where I had the ability to work with a client and a real business. We conducted client check in meetings throughout the sprint and received validation on our research results that led to our design decisions. As a student of design, to have this validation that the work we are doing aligns with what they are experiencing, assured me that I am developing a true understanding of UX/Product Design.
What Challenged Me
What I loved about this project was that we had the opportunity to work with a client and get their feedback. It wasn’t just following a prompt, it was understanding the business needs and from there developing the goal and framework. It challenged me to understand how to start from scratch as well as how to work with a team and clients.
What I Learned
I learned a lot about how confidence and clarity affect shopping choices, and how that is built through design decisions.
What I'd Explore Next
What I would really love to explore next is how to make the sizing guide more interactive. A large part of our research determined that part of the hesitation to buy jewelry online was the inability to see how the product would look on their unique body. I would love to challenge my skills to create a virtual try on using users cameras or something where we could continue building that user confidence.
Follow along on persona 'Catherine's' journey.
