Amanda Inc. Jewelry
E-Commerce Website Design
Duration: 2.5 weeks
Team: Tussanee Limthaveemongkol, Vivian San, Kali Irish, and Vanessa Scales
Role: UX Designer (Branding & Prototyping Lead)
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.
This project explores how Amanda Inc. could translate that relationship-driven shopping experience into its first
e-commerce website.
The Gap
Amanda Inc.'s strongest asset was always the in-person experience.
Customers trusted Amanda for her expertise, transparency, and personalized recommendations. Online, a lot of that trust was missing.
I used AI to help role-play different customer perspectives and surface questions shoppers might have when purchasing jewelry online. This helped me identify additional trust-building opportunities throughout the experience.
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Buyers need clear and detailed product information — size, materials, origin — and accurate representations of how a piece looks on them. Shoppers of color were especially frustrated when they couldn't see how jewelry looked on a skin tone similar to theirs.
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Buyers value personal relationships with sellers. Purchases feel more meaningful when they don't feel transactional. Moving online risks stripping away exactly the thing that made Amanda's business work.
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Buyers expect durable, well-crafted pieces priced to reflect their true value- and they need reassurance that quality holds up, not just at the point of purchase but over time.
What Builds Buyer Confidence?
Amanda's strength isn't just her inventory. It's her - and the care she puts into every piece.
The website should feel like meeting Amanda for the first time: warm, personal, and trustworthy
Identifying the Opportunities
Examining how other jewelry, makeup, and clothing e-commerce sites build trust.
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Universal Standard leads with a story, making you feel something before you see a single product.
This reinforced a key product decision: establishing trust needed to happen before asking users to purchase.
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Mejuri was one of the three competitors that we explored who set a high bar for material transparency, care instructions, and iconography.
This showed us exactly how to educate customers about authenticity without overwhelming them.
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Mejuri's sizing guides directly reduced one of the biggest friction points for online jewelry shopping.
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Both use customer photos to show products on real, diverse people. This was the clearest gap we saw — and the most powerful way to address the skin tone visibility problem our users raised.
filtering helps customers narrow products based on their needs
photo + category to reduce ambiguity
An at-home measurement guide became a non-negotiable for our solution.
Looking at these brands reinforced one idea
customers need to feel like they trust you before they buy from you.
Design Direction
Sketching
I used quick sketches to explore different layouts, navigation patterns, and shopping experiences before moving into wireframes. This helped validate ideas early and establish a strong foundation for the final designs.
Building Confidence Through Design
Real-Life Styling & Recommendations
Customer imagery and personalized recommendations help shoppers visualize products and discover complementary pieces.
Final Solution
The final experience brings Amanda Inc.'s personalized in-store service online through thoughtful storytelling, transparent product information, and confidence-building shopping tools. By combining community-driven content, guided discovery, and clearer purchasing information, we created an experience that helps customers feel informed, supported, and excited throughout their shopping journey.
Reflection
Growing up around my family's jewelry business made this project especially meaningful. Through research, I learned that customers weren't looking for more products—they were looking for more confidence. This project strengthened my ability to translate user insights into design decisions while leading much of the branding and prototyping work.
What’s Next?
While the current experience was designed for desktop, many customers primarily discover and shop for jewelry on their phones. My next step is exploring a mobile-first experience that rethinks product discovery, browsing behaviors, and confidence-building moments for smaller screens.
I would also continue testing with customers to validate assumptions, refine key shopping flows, and uncover new opportunities to support purchasing decisions.
photo + material for quick & easy scanning putting our community at the center + allowing people to shop in real life category shortcuts allow shoppers to quickly jump between collectionsproduct badges surface key information such as material type and new arrivalsreal photos on real people for style inspo Transparent Product Details
Clear sizing, care instructions, and material information help customers make informed purchasing decisions.
Community Beyond the Website
Vendor events connect Amanda Inc.'s digital presence with the in-person community that helped build the brand.
Branding & Visual Identity
I led the visual direction and prototyping strategy for the experience.
I started by creating a brand identity that balanced elegance, craftsmanship, and approachability while remaining true to the business's family-owned roots. To explore different brand directions, I experimented with AI as a creative thought partner. I used it to generate alternative brand positioning statements, messaging directions, and tone explorations before refining them through a human-centered lens.
To reflect the craftsmanship behind each piece, we paired classic serif typography with a clean sans-serif system, creating a balance between luxury and readability. A soft blush accent color was introduced to add warmth while allowing the jewelry itself to remain the focal point.
Product Discovery
Homepage
The homepage introduces Amanda Inc.'s story while highlighting featured collections, craftsmanship, and key trust-building information.
Amanda Inc. offers a wide range of jewelry styles and materials. To help customers browse confidently, products were organized into clear categories with filtering options for material, price, availability, and promotions.