Designing for Earring Shoppers:
Insights That Shape UX
Tasks
Amazon.in’s jewellery selection includes around 140,000 products,
with earrings representing 25% of the range. However, many earrings
were hard to discover because they were incorrectly categorized, for
example, Pearl earrings showing up under gold jewellery. On top of
that, browsing highlights mainly featured the most popular items,
which limited exposure for emerging trends and unique products.
There was a clear need to bring trending and unconventional
items to the forefront, improve tagging accuracy, and refresh
merchandising efforts to better reflect current market trends.
These changes are designed to drive stronger customer engagement and unlock new revenue opportunities.
The objective of this project is to understand user needs and deliver a thoughtfully designed storefront that highlights products that typically go unnoticed. By doing so, the project aims to increase revenue for the earrings subcategory by 2% month over month.
62.5% of the Indian jewellery customers at Amazon.in are looking for earrings out of which Jhumkis and Chandbalis
are 2 major subcategories.
User Persona:
the frequent online & offline
earrings shopper
Market Survey:
Quantitive Research
The different kinds of touch points provided by e-com platform to
shop earrings remains inconsistent. There is no content
buckets such as occasion, earrings type etc for the customers
to read and browse.
Competitive Analysis
SWOT Analysis
User Survey
We reached out to 100 people out of which 95% were women and 5% were men. Most of them are of working employees of age 25-40 who has the financial means of making a purchase based on their needs. The objective of this survey was to identify the Impulse vs planned intent and other things a customer keeps in mind while shopping.
Summary
62.5% of Indian jewellery customers buy earrings.
Close proximity to shopping mall or a flea market influence impulse purchase.
Most customers buy earrings to update their collection or because they like a design.
Visual display of earring is one of the most important factor for purchase.
Planned vs Impulse purchase
Top 3 things to look at while buying earrings online
Wireframe
The information architecture for the wireframe revealed the insights gathered from the user survey. It now includes various occasions, face types, and materials as key filters, reflecting how users shop based on context, personal style, and product attributes. This structure supports both planned and impulse journeys, enabling easier discovery and decision-making.
Scroll inside desktop to see enitre wireframe.
High-Fidelity Site
The store was designed to be visually appealing and conversion-focused,
balancing aesthetics with usability.
High-fidelity mockups integrated rich product imagery, intuitive navigation,
and contextual filters, creating a seamless shopping experience that reflects
user preferences uncovered during research.
The new storefront drove a 2% increase in revenue within the first month.
Click here to view live dashboard.
