Discovery
Before designing out the client's e-commerce site, I knew the researching market and online consumer habits would help give me insight in creating a new experience for the business. I aimed to learn from references of other jewelry sites to apply the best method for buying and viewing jewelry via web.
General Research
Personally, I had not been familiar with the jewelry industry. I went to seek out the market to see economically how viable the industry is. Also, it had been worth learning about statistics in correlation to Covid-19.
Market Statistics
General Stats
- In 2020, the global market amounted to about 228 billion USD (Statista)
- The U.S. jewelry market was valued at about 76 billion U.S. dollars in 2020 (Statista)
- First-half 2021 results shot way past 2020 levels of $1.2 billion and were 12% higher than the same period in 2019 ($2.6 billion) (Forbes)
- The online jewelry market is expected to amount to $19.88 billion by 2024 (PR Newswire)
Demographics
- 56% of jewelry buyers are women, compared to 44% of men (GWI)
- Industry show 26% of buyers find information about new brands through celebrity endorsements
- Millennials now account for as much as $600 billion in spending here every year - make as much as 55% of their overall purchases online (Zillion)
Covid-19 Stats
- American households spend an average of $615 a year on watches and jewelry
- 77% of Americans wore less jewelry in 2020
- 81% of consumers avoided going to the jewelry store due to health concerns
- 38% of survey jewelry companies reported an increase in sales of custom-made in 2020 (Instoremag)
- In 2020, there were a total of 19,300 jewelry stores in operation in the US
COVID-19 redesign the global market and set the tone for consumer habits, which slowed down the market. As we move into 2022, consumer shopping will return back to normalcy. From the stakeholders’ end, they mentioned the uptick in the movement for prices in the materials on the supply. With that in mind, this would help the business scale new products at more affordable prices.
ResourcesSecondary Research
After researching the general market, my research led to questions on brand discoverability. According to a Google insight article, brand discover has evolved and is continuously changing with today's consumers.
The purchase route had become more complex than before. For shopper, their scope became more constant seeking for information and sourcing.
Gen Z have been known to be the first generation of being "Digital Natives" of the internet. Much data revealed that the practice of social commerce pushes sources for shopping inspiration. Brands have been noticing this and have adapted to the new commerce landscape to appeal to the youth.
ResourcesCompetitive & Comparative Analysis
Insight & Opportunities
Generally, all the jewelry sites were built similarly in terms of navigation, details, editorials, and finance pages. From the competitor analysis, the websites had all differed in unique ways. Some of the high-end jewelry sites I browsed from research felt like a secondary experience for the business. My thoughts were that they are used to showcasing their collections, but they would prefer the client to handle their sales directly in person and build that relationship with them.
These sites all provided a great benchmark for layout, content, navigation, and design. This helped with the creation process of the new e-commerce site. Reviews felt like they may or may not benefit the site. Articles or editorials content revealed itself to show importance amongst all the sites. It might provide comfort for the content and relatability. I also noticed a top banner on most of the websites containing information regarding sales, shipping, and finance.
Interviews
We interviewed users who are familiar with jewelry shopping space to identify their needs and pain points. We interviewed a total of 8 female participants in the age range between 20 and 32. We tried to focus the target on young female professionals as they make up a majority of the online fashion shopping consumer. Professions from these individuals varied from a student, graphic design, engineering, marketing, medical, and finance.
Interview QuestionsUpon observation, I looked at the research from a macro-level approach. Below shows what the participants value out of a company, whether it's clothing or jewelry.
1. Visuals
Participants felt most enthusiastic about purchases when there are a wide array of photos being displayed. This would help solidify their purchase.
2. Service
Participants were more inclined to return shopping if the business have a great return policy and fast response from customer service.
3. Trust
Aside from visuals and service, participants seemed to build trust based on several factors: materials, pricing, specifications, sustainability, mentions in social media or digital publications/magazines, recommendations from friends
Below were the summary findings for the interview questions and the overall patterns. Insight:
- All participants noted that jewelry brands alongside regular brands needed to build trust and reliability with their customers
- Some of the buys are motivated by using social media as inspiration, pictures and articles help
- Importance of the quality of the product, sustainability is important for some
- Having multiple photos about the product help with the decision problems
- Deals, discounts, sales, coupons, and promotions help secure the purchase
- Frustration comes from policies, returns, or customer service
- For earrings specifically, size may not match up with the realistic expectation
- Disliked for some companies for restocking fee when handling returns
- Shopping in general there has been issues with non-responsive customer service
- Good return policy
- All participants do browsing and shopping on their computer/laptop
- Some of the participants liked that there was a finance option with a third party company
All interviewees expressed their present current view on the online jewelry space. Also, they mentioned features or suggestions of what jewelry sites should have.
- Ease of navigation
- Multiple images
- Size chart
- Info on how to care for jewelry
- Material info
- Sales banner
- Search
- Filter
- Clear CTA
- ** Reviews, debatable: questionable due to validity of the post and possibly rigging
Affinity Map
I synthesized the user interviews and created an affinity map. This helped identify patterns in my findings. I was able to uncover key insights which helped me understand who the potential buyers are and what they truly needed.
Empathy Map
From my persona, I wanted to dive deeper into the motivations, thoughts, actions, of my ideal jewelry client.
User Persona
I created a persona that reflected who the target representative audience was and who it would need to satisfy.