🙋🏽♀️WHAT I DID Led the design, testing, and launch of 20+ mobile and desktop screens for D’s Delights' website. Created a full Brand Guideline and crafted a strategic social media campaign for the Brooklyn-based handcrafted African bead jewelry brand.
💎 CLIENT
D's Delights
🛠 TOOLS
Figma, FigJam, Miro, Adobe Illustrator, Sketch
⏳ TIMELINE
OCT - DEC 2024
🌟 Role
Lead UX Designer on a team of 4 designers and researchers
What is the project?
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.
The goal:
How might we create a cohesive digital presence that embodies D’s Delights' bold essence while increasing engagement and conversions?
The current state of things:
In 3 months we delivered a social media campaign, website design (web & mobile), and full brand guideline… we made a big impact!
Overall, we interviewed 12+ users throughout the research phase. We used baseline data and insights to create user profiles and to collect pain points on the website and social media.
We interviewed a mix of target customers and existing customers to minimize selection bias. We also used surveys and contextual inquiries to understand user behavior.
We prepared interview scripts and surveys that focused on preferences, motivations, and buying habits. Our target audience was a diverse range of adults (age range 20-35).
Moderated Scripts, Survery, and Interview Data
Through interviews with baseline participants, we discovered:
From our baseline interviews and a heuristic evaluation, we found that the current website had usability issues, particularly with the Information Architecture (IA). The current landing page had all of the navigation items hidden in a side hamburger menu. As shown in the current website IA there is an extensive amount of menu options for the user to browse through.
helping users find what they want
"Categories here are simpler and better organized"
- Usability Participant
I began the design process with low-fidelity sketches and wireframes to visualize ideas from our ideation phase. My sketches were based on the initial user interviews, the business goal, and the heuristic evaluation. They each pointed to the fact that there were too many inconsistencies in the flow and branding. We came back to the sketches throughout the entire design process to make sure that we don’t lose sight of our primary goals and ideas.
Using Figma, I translated my first sketches into mid-fidelity wireframes. We tested these wireframes using A/B testing and user task flows with 3-4 moderated interviews. We tested new features like cleaner layouts, a new product filtering feature, and compelling calls-to-action like “Be Bold, Shop Now.”
A/B Testing and Feedback
We showcased our website and instagram prototypes to 8 users (age 20-35) and asked about their first impressions and how likely they would buy a product.
I created an affinity diagram of all the feedback we received for social media and website. I organized the feedback based on Social Media, Website & Branding. I also added stars to document how many participants had the same sentiment. Next I found patterns throughout all the groups to identify key insights.
70% of users are more likely to buy if a product has reviews
90% users preferred seeing jewelry on models to envision it on themselves
100% user were more likely to engage with a page that felt more personable and trustworthy
Using the user feedback collected we redesigned D's Delights instagram profile. Our key new features include:
Balanced post types (e.g., carousel posts, reels)
Improved bio messaging to reflect the brand’s essence more clearly
Consistent brand messaging and visual identity across platforms
By organizing the user feedback data, I identified recurring patterns and key insights that informed the structure of the social media content plan. The resulting strategy prioritizes a balance between content variety, consistency, and audience engagement:
Post Types: A structured mix of feed posts, carousels, reels, and video content ensures diversity in content presentation.
Content Themes: Posts are categorized into Inspirational, Educational, Behind-the-Scenes, Customer Testimonials, How-to-Wear/Style, Seasonal, and Promotional to maintain consistency and user trust.
Editorial Calendar: A weekly schedule was developed to maintain a sustainable posting frequency, balancing engaging content with promotional material using an 80-20 strategy (80% value-driven, 20% promotional).
Hashtag Strategy: A combination of trending and evergreen hashtags optimizes content discoverability and brand recognition.
"This version would make me stay on the page much longer"
- Usability Participant
Using the user feedback we designed our final high-fidelity prototype for web and mobile interface! With a 100% satisfaction rate, we’re excited about the success of the new designs!
We documented all of our findings in D's Delights Brand Guideline which covers styles, dimensions, and other standards that optimize the process of creating content. The guideline also breaks down components for easy to use templates and rules that will align all digital platforms to brand and accessibility guidelines.
🏁 and that's a wrap! 🏁
100%
of customers praised the website for its seamless navigation, striking visuals, and streamlined product discovery process
Next steps
Deidra started implementing our designs and the results are awesome! We will continue to encourage Deidra to keep following our Brand Guideline in her social media and website. We also challenged Deidra to put herself out there more and also encourage her followers to share photos wearing D’s Delights jewelry for greater authenticity. If we had more time we would have worked with Deidra to develop automated content templates.
100%
of social media followers responded positively to new branded content resulting in double-digit increase in social media engagement
Key Takeaways
This project demonstrated the importance of blending bold visuals with meaningful storytelling in e-commerce. By aligning D’s Delights’ digital presence with its core values, we didn’t just enhance the aesthetics, we also strengthened its connection with the audience, turning curiosity into loyalty! This project also emphasized the power of consistent branding in building trust. This project also showed me the importance of balancing bold design with usability to stand out in the market.
