Signet Jewelry Configurator
Developing a mobile-first product configurator for the world's largest retailer of diamond jewelry, Signet Jewelers — owner of Zales, Kay Jewelers, and Jared Jewelry.
01 Overview
Signet Jewelers was relying on a third-party partner to support online jewelry configuration across its vast portfolio of brands. This was costing Signet annual licensing fees, disconnecting customer data, and hindered their ability to customize the experience.
Looking to fully own and deliver a ‘world class’ customer experience, Signet Jewelers hired my team to develop a universal configurator that was dynamic enough to support every configurable product across every brand.
02 Research & Analysis
As UX Lead, I immersed myself in client-provided research, stakeholder insights, and secondary data to define several customer segments and a future-state user journey.
I also mapped the competitive landscape and benchmarked a wide array of interactive experiences to understand the current space and how to exceed it.
A major takeaway from our research was our understanding of how in-store jewelry consultants have historically walked clients through the robust decision process of designing their own custom jewelry. This directly informed how my team and I solved for both the order of operations, self-servicing, and guiding information.
03 Solution & Design
Moving out of research I designed the universal information architecture, mobile-first wireframes, and conducted preliminary usability testing.
Brand Application
Moving into high-fidelity prototyping, my team and I visualized various user flows, product states, and branding applications to collectively deliver a universal configurator that could easily adapt to the unique stylings of all brands.
Usability Testing
To validate assumptions and uncover new findings, I conducted a moderated, in-person usability testing over the course of a week. Findings were synthesized and used to inform a second iteration of the universal configurator before solving for the Neil Lane Bridal experience.
“Being able to build this and actually see what people are looking for [is great]. You want to make sure you are seeing what you are going to buy before you actually purchase it.”
– User Feedback
04 Neil Lane Bridal
Once we validated the foundational UX of the universal configurator, we moved forward with creating a ‘premium’ experience for the Neil Lane Bridal Collection.
We achieved this by taking the atomic design components we had already established and building out new variances. Our goal was to establish a consultative and curated walkthrough that made consumers ‘feel like they are designing with Neil.’
The end result was an immersive, guided experience that utilizes storytelling and media-rich content from Neil Lane himself.
05 Outcomes
We delivered a ‘world-class’ product configurator that was validated by usability testing and deep research.
The configurator ownership was transferred to Signet for further implementation and rollout upon conclusion of my team’s R&D work.