John Hardy

All deliverables and artwork created at Born Group

Overview

John Hardy is a luxury jewelry brand that produces handmade artisan-crafted pieces. My role as the lead UX designer on this site redesign was to create user personas paired with user journeys, a site map, wireframes, a detailed functional specifications document, and a clickable prototype. The site is Responsive and is on the Salesforce ecommerce platform.

Discovery

During the Discovery phase our team conducted stakeholder interviews with key decision makers from our client's end in order to hone in on the various business goals for this project. User research documentation allowed me to learn more about their customers as well as create informed personas and user journeys. My proposed site architecture leveraged efficiencies I discovered while auditing the site.

Design

After completing the Discovery phase I began wireframing, aiming to tighten the brand story by consolidating related content pieces and creating opportunities for the brand to have a voice on the site. I designed richer product detail pages and task-oriented product listing pages to make it easier for users to find their product match or the perfect gift for a loved one.

Discovery

Personas

After reading through several user market research materials I defined six user personas representing three existing user segments and three potential segments we would like to acquire. The persona below represents John Hardy's core loyal user.

User Journeys

Each persona was paired with a simple user flow where relevant features tailored for the particular user were plotted.

Site Map

Since the navigation was a controversial issue among stakeholders I decided to add annotations to the site map document in order to back up any major architectural choices.

Wireframes

Utility menu - Open states

Users can perform all utility tasks within the various drop downs instead of having to navigate outside the page their are on.

Homepage

I wanted to strike the right balance between product spotlights, brand mission statements, and general browsing on the homepage. Since their original homepage experience was underwhelming I wanted to give the brand space to tell more visually impactful stories and allow users to start browsing with a filter-able product carousal.

Cinta - Special Offline Collection Product Gallery

The majority of the John Hardy inventory is available online. This particular collection is unique because it is only available offline, is custom made for the individual buyer, and made from rare stones and materials. With this gallery template I wanted users to easily understand that they cannot purchase these items online, but leave enough of an impression through beautiful imagery and interesting content to spark their interest.

Functional Specifications Document

Final Designs

Visual designs were created by Gisela Garcia and Adam Stalnaker.