D's Delights
Bold Jewelry ✨ = Bold Digital Design ✨
A digital transformation for D's Delights, a handcrafted African bead jewelry brand in Brooklyn, NY. My team and I designed an e-commerce site, social media rebranding, and brand guideline.
Project Overview
D’s Delights is a Brooklyn based jewelry brand known for bold, handcrafted African bead pieces that celebrate individuality. However, its digital presence didn’t reflect the same vibrancy and empowerment its jewelry promised. My team and I partnered with owner, Deidra, to increase digital user impressions and conversion rates. We designed D's Delights website, social media content, and brand guideline.
"How might we create a cohesive digital presence that embodies D's Delights' bold essence while increasing engagement and conversions?"
Social Media Impact
Social media followers responded positively to new branded content, resulting in double digit increase in engagement.
Website and Social Media Redesign
We redesigned D's Delights' website and social media presence to create a cohesive, bold, and user-friendly digital experience that reflects the brand's vibrant identity.
View Prototype →
View Instagram →
Brand Guidelines
We documented all findings in D's Delights Brand Guidelines, covering styles, dimensions, and standards that optimize the content creation process. The guidelines include component templates and rules that align all digital platforms to brand and accessibility standards.
Tools & Methods
Figma
FigJam
Miro
Adobe Illustrator
Sketch
User Research
Research & Discovery
We conducted extensive user research to understand the current pain points and opportunities. Through interviews with 12+ users, surveys, and contextual inquiries, we gathered crucial insights about user behavior and preferences.
Key Insights
- The current website had significant usability issues, particularly with Information Architecture (IA)
- Navigation items were hidden in a side hamburger menu, making discovery difficult
- Categories were poorly organized with too many menu options for users to browse
- Inconsistencies in flow and branding created confusion and reduced trust
The current landing page had all of the navigation items hidden in a side hamburger menu, there were an extensive amount of menu options for the user to browse through.
To make sure that the site’s information architecture was aligned with user expectations, we held a remote card sorting session using Figjam. Our goal was to find intuitive groupings for the existing 28 menu options. After organizing the data, we ended up with 3 clearly defined global navigation categories ('Jewelry', 'Home', and 'About').
"Categories here are simpler and better organized"
Design Process
Wireframing & Testing
I began with low-fidelity sketches and wireframes to visualize ideas from our ideation phase. Using Figma, I translated sketches into mid-fidelity wireframes and conducted A/B testing with 3-4 moderated interviews.
Key Features Tested
- • Cleaner layouts and improved navigation
- • New product filtering feature
- • Compelling CTAs like "Be Bold, Shop Now"
I began with low-fidelity sketches and wireframes to visualize ideas from our ideation phase
Using Figma, I translated sketches into mid-fidelity wireframes and conducted A/B testing with 3-4 moderated interviews.
Social Media Transformation
Using user feedback, we completely redesigned D's Delights' Instagram profile with a focus on consistency, authenticity, and engagement.
Content Strategy
By creating a content calendar we increased user satisfaction and engagement. A lot of the content was based around giving Deidra a platform to show the behind the scenes of her jewelry and her story. People we interviewed repeatedly requested more authentic social media content to understand what makes D's Delights special.
Post Types
Balanced mix of feed posts, carousels, reels, and video content
Content Themes
Inspirational, educational, behind-the-scenes, and customer testimonials
80-20 Strategy
80% value-driven content, 20% promotional material
Final Results
"This version would make me stay on the page much longer"
Website Impact
Customers praised the website for its seamless navigation, striking visuals, and streamlined product discovery process.
Social Media Impact
Social media followers responded positively to new branded content, resulting in higher conversions and explorations.
Next Steps & Key Takeaways
Implementation & Future
It was incredible working with D's Delights to bring Deidra's beautiful work to the spotlight it deserves!
With more time, we would develop automated content template to streamline the content creation process.
Key Learnings
- The importance of blending bold visuals with meaningful storytelling in e-commerce
- How consistent branding builds trust and turns curiosity into loyalty
- The power of balancing bold design with usability to stand out in the market