WEBSITE DESIGN
Lead UX/UI Designer
RITA Fine Jewelry wanted a website to refine their digital presence and mirror the brand’s elegant aesthetic. The result is a minimal, thoughtfully organized platform with clean navigation—designed to elevate their fine jewelry collections and support their expanding global reach.
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For this project, I began by developing wireframes focused on creating a seamless and intuitive user experience across both web and mobile platforms. These wireframes were then refined into high-fidelity prototypes that could be easily implemented and updated as the brand grows. Our goal was to build a digital experience that feels effortless and trustworthy—instilling confidence in customers as they shop for jewelry designed to last a lifetime.
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The website was originally built on WordPress and is currently being migrated to Shopify to enhance e-commerce functionality.
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REFINED PROTOTYPES
Web & Mobile
Approach
The client envisioned a minimalist, chic digital experience that would be easy to navigate while showcasing a wide variety of fine jewelry pieces. Our goal was to balance simplicity with structure—elevating the user journey without overwhelming it.
Solution
Built a streamlined website with intuitive navigation and a refined layout. Products were organized by both jewelry type and collection to help users explore the brand with clarity and ease. The design leveraged a minimal color palette and generous whitespace to let the pieces speak for themselves.
UI Kit & Design System
Built a comprehensive design system to maintain visual consistency and ease of development, including:
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A refined color hierarchy based on the brand identity
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Custom UI icons and thoughtfully selected typography
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Interactive elements such as buttons, drop downs, and hover states
Wireframing & UX Design
WIREFRAMES
Web & Mobile
Created multiple wireframe variations for each page and key site element, following a mobile-first approach. The wireframes mapped out clear user journeys and prioritized a seamless, intuitive experience across devices.
Results & Impact
The final site successfully brought RITA’s brand identity to life online—offering a luxurious, user-friendly experience that mirrors the elegance of their jewelry. The site has supported the brand’s growth and helped strengthen its global presence.
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After 2.5 years of using the original WordPress site, I’m now assisting the vendor with a transition to Shopify to enhance their e-commerce experience and scalability.
This project was a pivotal learning experience that shaped my approach to UX/UI design for e-commerce. Partnering with the client on user stories, personas, and content hierarchy emphasized the importance of a seamless user journey.
Close collaboration with developers deepened my understanding of functionality, helping ensure that elegant design translated into an intuitive,
high-performing site.
It reinforced a key principle: great design must balance aesthetics with usability to create meaningful digital experiences.