The One
The one-stop solution website to searching for the perfect engagement ring
Project Type:
Client Freelance Project UX/UI Design
Role:
UX/I Designer UX Researcher
Tools:
Figma Adobe Illustrator Microsoft Forms Excel
Duration:
5 Months May 2024
Overview
It’s one of the most meaningful and important purchases, it shouldn’t have to be a bad experience.
For decades people have been getting down on one knee to ask that one question to that special someone, it has always been considered one of the most important and meaningful experiences of ones lifetime so why does purchasing an engagement ring come with such a negative stigma?
As part of my commissioned project to design a commercial-related website, I developed a concept for “The One” website, aiming to become a one-stop solution to anything engagement ring related, the ultimate guide and personal assistant, so that this journey remains positive, from searching to the ring all the way to the wedding day.
Problem Statement
For most, purchasing an engagement ring is their first experience within this industry, thus making it stressful and pressuring. Websites and guidance exist, though scattered all around the internet making it difficult for one to find all the information they may need to guide them through the entire process, to alleviate the anxious thoughts and simply focus on proposing.
Solution
“The One” website is a one-stop guide to everything engagement ring related, from assisting the user on ring styles and metal types, to insurance policies and brand recommendations, with this, the user can close all of those tabs and searches and simply get all of their answers here...Users can plan their engagement, learn about ring types and read related articles as well as design their own rings
Research
A competitive analysis and user interviews were conducted to identify expectations and pain points.
Competitive Analysis
A competitive analysis was established to seek out similar websites and their approach to such a vast and broad industry, it was concluded that no exact website like this existed, the closest type were of a broader scope, covering all types of topics such as weddings, marriage, rings and proposals etc.
Based on the findings of the competitive analysis, I immediately noticed that there is no website directly similar to my own concept. Each analysed website typically focuses on broader topics such as the wedding industry as a whole, or features engagement ring advice within the context of a jewellery company's website. Essentially, there is no platform dedicated solely to providing unbiased, comprehensive guidance on engagement rings.
This gap presents a unique opportunity for my website to fill, by focusing exclusively on engagement rings and offering objective, in-depth advice to guide users through their purchase journey.
User Interviews
To gain a better understanding of the expectations users would have towards a website with this concept, I interviewed a group of 10 people of both genders (aged 25-35) who either have proposed or will in the future.
Objectives
Understand people’s feelings towards the process of proposing and finding an engagement ring
Understanding the depth of knowledge in regards to this topic
Find out what their process is or will be in terms of purchasing the ring
Learn about the resources they utilise to assist them in this process
Find out their expectations and feelings towards this project website
Findings & Analysis
This idea has not been done before and many seemed to have taken interest in it due to its convenience.
Affinity Diagram
Findings from the user interviews were separated and categorised into an Affinity Diagram consisting of four main groups delving into the participants knowledge, background and experiences.
The interview also presented the website concept and enquired about expectations and personal opinions from the standpoint of a potential user.
Findings
Participants experience excitement but also feel overwhelmed by the choices throughout their engagement ring journey
While some users have basic knowledge, many are eager to learn more about diamonds and ring options.
Users employ a combination of online research and in-store visits to explore ring options and seek personalized recommendations.
Users expect educational content, interactive tools, and unbiased advice from the website to simplify the decision-making process.
There is a willingness to use the website for proposal ideas, but users prioritize privacy, security, and the enhancement of the proposal experience.
Persona
Based on the research, a persona was created to capsulate the needs and pain points of each user into one, it represents a user who wishes to propose but does not have the time or knowledge to dedicate hours, researching online or visiting stores and needs convenience.
Ideation
How can we create an informative website that accompanies users on this important journey?
In the ideation phase of the project, a primary concern was how to present all of the necessary information on one website without overwhelming or confusing the user. To address this challenge, I created a sitemap that organizes the content into distinct sections corresponding to each stage of the engagement ring journey. This structured approach ensures a smooth flow from the initial planning stages through to the aftermath of the proposal.
Sitemap
Planning: Covers essential aspects such as budgeting, shopping tips, and proposal ideas.
Rings: Provides detailed information on metals and settings, different types of stones, current styles and trends, and sizing.
Aftermath: Focuses on aftercare for the ring, steps to take post-proposal, and wedding bands.
News: Keeps users updated with the latest trends, advice, and cultural insights related to engagement rings.
Entertainment: Offers interactive elements like quizzes and custom ring design tools to engage users.
User-flow Diagram
A user-flow map was designed in relation to the persona previously presented to showcase a visualisation of the interactions a user would engage with, it represents the journey of learning about the engagement rings, taking the quiz, reading articles and creating a custom ring via the maker function.
Style Guide
People like to feel special, they like to feel pampered and enjoy luxury experiences, so why not let that feeling and sense of excitement bloom in the beginning of the proposal journey...
As proposing often marks a once-in-a-lifetime milestone imbued with luxury and sentimentality whilst also being for many, one of if not the most luxurious expense they will invest in, the website’s formal and elegant design reinforce the gravity of the experience by upholding a sense of sophistication and importance throughout the user journey. The minimalistic and clean interface creates a sense of trustworthiness and reliance as a source of information educating users on some of the most expensive rings in the world.
The website cultivates an immersive and memorable experience, resonating with users on not only aesthetic levels but also emotional, creating a sense of luxury with its carefully selected images of rings and gem stones whilst also evoking feelings of love and excitement with images of couples and text that aims to reassure and prepare for an exciting journey of choosing “the one” ring.
Design
It was time to design the first prototype to be used in the usability testing later on...
Low-Fidelity Sketches
Screenshots of the first initial sketches planning out the layouts of the landing page as well as the additional secondary screens
Mid-Fidelity
Once the sketches were completed, I moved to a digital version using Figma to produce the Mid-Fidelity versions, a snippet was provided below to provide an example of the progress.
The main challenge whilst developing the wireframing and prototype was to carefully disperse the information and maximise the white space to create a minimalist and clean interface. Thus, three sections were created to represent each stage of the engagement ring journey in addition to a blog filled with miscellaneous articles and information related to the industry and topic.
Final Design
Landing Page
Diamond Page
Ring Page
Prototype
To test out the prototype above, the Figma version was implemented below to provide a more accurate and realistic representation of the website and its interactions.
Blog Page
Usability Testing
I tested 5 people to determine the website’s usability as well as the success of its features.
Usability Testing Findings
Via online methods of zoom calls, I tested the above prototype on a selected group of individuals, from those who have already proposed to those who will be in the near future. The study investigated the user’s pain points and ease of completing each task whilst assessing the overall success rate of the website’s concept and whether it would be something people would incorporate in their engagement ring journey.
Navigation: All participants appreciated the clear and logical structure of the website and found no issue navigating through each section in order to complete their tasks
Information: The depth of information provided in each section, especially the detailed guides on metals, stones, and styles, was highly appreciated and seen by most as most useful. However would appreciate a search function for additional convenience.
Visual Design: The overall design was well-received and praised for being quite gender-neutral for couples regardless of gender and sexuality to utilise however, a few participants felt that the colour scheme could be more vibrant to enhance visual appeal.
Personalisation: Several participants mentioned the desire for more personalized guidance in selecting a ring. This feedback highlighted the need for an interactive quiz to provide tailored recommendations.
Customisation: Participants expressed interest in being able to visualize and customize their rings online. This feedback led to the idea of adding a custom ring maker tool.
Iterate
A quiz and a custom ring builder were designed to satisfy the expectations and further improve the experience of the website.
I received valuable feedback that guided key improvements to the website. Users appreciated the clear navigation and comprehensive information but expressed a desire for more personalized guidance and customization options. In response, I developed and integrated an interactive quiz to provide tailored ring recommendations and a custom ring maker tool to allow users to visualize and design their rings. These additions, ensure a more engaging and user-friendly experience.
Personal Quiz
A quiz was developed to implement an element of entertainment and gamification within the website, thus not only helping boost retention and user engagement but it also assists the user in choosing a ring. For those who are unsure and feel overwhelmed by the plethora of choices, taking this quiz based on how well they know themselves or their partner, can be provided with some assistance, pointing them in the right direction towards their perfect ring.
Custom Ring Builder
To allow users further engagement and entertainment as well as assistance, a custom ring builder was developed and implemented within the prototype, allowing users to try out an unlimited variety of ring style combinations without being restricted by specific company products, letting users develop their creativity and potentially create a memorable experience for couples searching together.
Conclusion
The website concept holds a lot of potential and is still a work in progress that could be released to public one day...
The journey of designing a comprehensive website dedicated to engagement ring advice has been both insightful and rewarding. This project started with a clear objective: to create a resource that simplifies the engagement ring journey for users, offering unbiased, detailed information and tools to guide them from planning to proposal and beyond.
Through competitive analysis, I identified a gap in the market for a specialized platform focused solely on engagement rings. The sitemap and user flow diagrams were meticulously crafted to ensure a seamless and intuitive user experience. Usability testing provided invaluable feedback, leading to the addition of an interactive quiz and a custom ring maker tool, further enhancing the personalized and engaging nature of the website.
This project underscored the critical importance of user-centered design. Involving users throughout the design process provided invaluable insights that shaped the final product to meet their needs and expectations effectively. The iterative development process proved essential, as usability testing revealed areas for improvement that were not initially apparent. This allowed for continuous enhancements and refinements. Additionally, the value users placed on having comprehensive content consolidated in one place was evident.
Project Takeaways
Moving forward, I hope to focus on continuous improvement of the website based on ongoing user feedback, ensuring the platform remains relevant and useful through regular updates to both content and features. Expanding the customization options is a key priority, and I plan to introduce more advanced tools that allow users to explore even more design possibilities for their engagement rings. Additionally, optimizing the mobile experience will ensure seamless access and usability across all devices. Finally, by introducing a community forum and support section, users will be able to share their experiences and seek advice from peers and experts. My ultimate goal is to develop this platform into a fully functional website open to the public, offering valuable resources and tools to anyone embarking on their engagement ring journey.
Next Steps
Implementation of AR
As part of the additional assignment towards this project, we were tasked with utilising interactive advanced technology to enhance our website and create a more impactful experience.
With this, I chose Augmented Reality (AR) and developed a rough pitch concept for a complimentary companion app for the website to allow users to virtually try on the rings they created or rings that already exist via the AR camera function, thus creating a more entertaining and meaningful experience which coincides with the engagement ring journey.
Additional Features
The AR app would also utilise AI functions to assist the user in figuring out their ring size, a tool especially useful for those proposing in secret as well as a tool used to assist the user in figuring out which ring style compliments their hand features most through colour theory, hand shapes and styles.
