Building Amanda Inc.'s First Online Experience
Growing up around my family's jewelry business gave me firsthand insight into the trust and relationships behind every purchase. For Amanda Inc., our goal was to bring that same experience online.
📅 2 weeks 👥 Kali Irish, Vanessa Scales, Vivian San
Amanda helping a customer find the perfect jewelry piece at a street fair. Amanda Inc. built a loyal customer base through in-person shopping, but had no online storefront. Customers outside of vendor events relied on phone calls and text messages to purchase jewelry, making shopping inconvenient while limiting trust in higher-value purchases.
70% of customers lived more than 100 miles from vendor events, making an online experience essential rather than optional.
Gap
“Buying gold and silver is a big deal; it’s like buying car.
I’ve never just bought a car online.”
Design Amanda Inc.'s first e-commerce experience to make shopping accessible from anywhere while preserving the trust and personalized service that defined the brand.
Opportunity
100% completed the purchase flow independently.
80% felt confident purchasing fine jewelry online.
4/5 preferred using the website over placing a phone or text order.
Outcome
Challenges
Customers from outside Southern California couldn't shop remotely.
Orders were managed manually through calls and text messages.
Building trust was essential to giving customers confidence when purchasing high-value jewelry online.
Style Guide
To establish a cohesive visual identity, I created a style guide that reflected Amanda Inc.'s timeless yet approachable brand. I paired elegant serif typography with a clean sans-serif, introduced a neutral color palette with soft blush accents, and defined a consistent type scale to create hierarchy across the experience.
Homepage
Designed to build trust before asking customers to shop
Interviews revealed that customers valued Amanda Inc. for its personal service and trust. The homepage introduces the brand through lifestyle imagery, craftsmanship, and curated collections before guiding users to browse products. This mirrors the personalized experience customers were used to receiving in-store.
Discovering New Products
Inspired by the feeling of browsing in person.
75% of customers visit Amanda Inc.'s booth to explore pieces they weren't originally looking for. I recreated that sense of discovery online through curated collections, new arrivals, and visual merchandising that encourages exploration without overwhelming shoppers.
Transparent Product Details
Clear sizing, care instructions, and material information help customers make informed purchasing decisions.
Sizing
Clear sizing helps customers visualize how each piece will sit on their body before purchasing, reducing uncertainty without needing to try it on in person.
Iconography
Iconography highlights key product details at a glance, allowing shoppers to quickly evaluate products and determine whether a piece is the right fit.
Details & Care
Detailed product information and care instructions help shoppers understand what to expect before purchasing and how to properly care for their jewelry, making it easier to choose pieces that fit their lifestyle.
Real-Life Styling & Recommendations
Because Amanda Inc.'s customer base is predominantly people of color, authentic representation was a key design consideration. Featuring real customer photos helps shoppers visualize how gold and silver look on different skin tones, while personalized styling recommendations make it easy to discover complementary pieces. Together, these features create a more confident and personalized shopping experience.
Customer Reviews &
Real Photos
Real customer reviews and photos reduce purchase uncertainty by showcasing how jewelry looks, fits, and wears in everyday life, helping shoppers buy with confidence.
Personalized Styling Recommendations
In-store, Amanda personally recommends pieces based on each customer's style and preferences. Personalized styling recommendations bring that same guided shopping experience online by suggesting complementary pieces based on the products shoppers are already viewing.
Community Beyond the Website
Trust was built through real relationships long before Amanda Inc. had a website. Featuring upcoming vendor events alongside Amanda Inc. IRL reinforces that the brand is rooted in a real community, not just online transactions.
