Website design for a New York-based independent designer jewelry brand. This website drives a 24% increase in annual revenue, and boosts social media engagement by 10%.
Designed & developed individually, and launched an e-commerce website using Cargo, applying HTML, CSS skills to optimize website performance based on brand aesthetics.
Client
Spring Street Story
Services
UI & UX Design, Website Design, Visual Design
Industries
Jewelry, Fashion
Date
Dec 2023 - Feb 2024
THE IMPACT
LEARNING & RESEARCH
After looking into Spring Street Story’s brand story, I identified several key words that define the brand: happiness, boredom and intrigue, radiant moments, pain and joy, vibrant colors, persistent exploration, and the intersection of contradictions. I also researched other designer brands, such as Chopova Lowena, Charles Jeffrey Loverboy, and Simone Rocha, which share similar aesthetics and attitudes, to understand how more well-established fashion brands use their websites to introduce themselves to the public.
Besides the brand aesthetics and existing products, I also find my inspiration through these images.
WIRE-FRAMING
By conducting UX research and developing ideation wireframes, I gained a deeper understanding of the intended flow and the rationale behind key design decisions, allowing me to refine the experience further.
HOME
It's always about attention driving, how to make the user who first enter this website understanding the message from the brand.
E-SHOP
A simple and clear layout maximizes the display of the products.
SHOPPING CART & CHECKOUT
Easy to edit, easy to proceed.
PRODUCT DETAIL
Showing detailed images of the product along with descriptions and pricing, followed by recommended products that offer customers a holistic experience.
ABOUT
Showcasing the brand's story, with one of its signature products randomly floating around.
COLLECTION
Showcasing the brand's most recent collections, with one of its signature products randomly floating around.
RESPONSIVE WEB DESIGN
Fits both mobile and desktop without losing quality of experience.
DESIGN QUALITY ASSURANCE
Before publishing the website live, one of the biggest responsibilities of a product designer is to ensure practicality and functionality. I verify that the website aligns with the design files, functions properly across multiple browsers, and that all animations display correctly.
CEO Quote
"Since the website update, both new and returning offline customers have given very positive feedback, describing it as innovative and well-aligned with the brand's aesthetic".
Conclusion
Until today, this website drives a 24% increase in annual revenue, and boosts social media engagement by 10%.
This project strengthened my adaptability and reinforced my confidence in leading design initiatives. It deepened my understanding of how design functions as a bridge between brand strategy and user engagement, pushing me to think strategically and communicate design decisions clearly. The experience of working independently challenged me to balance business goals with user needs, sharpen my prioritization skills, and rely on my own judgment throughout the design process.
Next Step