Overview
Four years after I originally built Klara Bloch’s e-commerce site, I returned to enhance and modernize its online presence.
For this project, I produced a new website, refined the web design guide, and updated visual assets.
Design Brief
KLARA BLOCH’s previous website was outdated and did not embody the brand’s creative energy or enable smooth interaction on modern devices. The objective was to:
- Improve site functionality and customer navigation.
- Update digital assets to feel fresh and cohesive with the brand language.
Solution
Results
Throughout the redesign, I applied several different UX design methods to ensure changes had the intended effect.
To start, I conducted a heuristic evaluation of the original site to identify usability issues and compared it with popular competitors to gather best practices in the jewelry industry. Here, it was discovered that the original site, despite using lots of product images, got lost in some of the colored boxes they were contained in on the site. Additionally, the SVG-based navigation which the original site featured was barely used, and took up a lot of space on the front page.
To remedy this, I also a handful of wireframes and interactive prototypes to test design ideas, gathering feedback from the owner and a small sample of users to test key changes. Tests at this stage found that the testers responded more positively to the large, colorful photos featuring the jewelry, with some feedback comparing it to ‘Candy’.
With this in mind, I applied a product-first design approach, replacing the abstract category visuals with engaging product imagery to immediately communicate the jewelry the brand offered. These decisions were then tested again on a new group of users, and found the response to be more positive than the old website.
In addition to the structural changes, I refreshed visual assets and adjusted color palettes to boost contrast and hierarchy, kept products central, and allowed Klara Bloch’s playful, expressive identity to stand out.
