Tom Ball – UX Designer

The Aurum Jewellers website needed a redesign to improve usability, accessibility, and user experience. The existing site lacked clarity in navigation and had several usability issues. The goal was to create a modern, minimal experience that maintained the brand’s luxury feel while making it easier for users to explore collections and complete key tasks such as browsing products and completing purchases.

Duration

2 weeks

Highlights

Red route analysis to identify key user journeys Consistent redesign of red route Improved navigation for easier product discovery

Client

University Project

Services

Web Design Art Direction Heuristic Review

I began by creating a detailed site map of the original Aurum Jewellers website. Using the Norman & Nielsen 10 heuristics, I analysed the site to understand what worked and what needed fixing. To visualise the issues, I annotated the site map and primary/secondary user routes with a traffic light system. Next, I conducted user testing to gather feedback on the site’s usability. I then performed a red route analysis, focusing on the key user journey and identifying pain points along the way.

The redesign focused on improving the red route, starting with the homepage and search dropdown. I redesigned key pages to ensure consistency and ease of use, including the navigation bar, product page, collections page, cart overview, and checkout. Each page was updated to match the new visual style while enhancing functionality and user experience. The result was a streamlined, cohesive design that simplifies navigation and helps users complete key tasks more efficiently.