Blue Nile

Project Summary

Blue Nile set out to become their customers' trusted jewelry partner by improving their online catalog buying experience. Collaborating closely with Smashing Ideas’ team of strategists and designers, they concentrated on enhancing their wedding bands line of business. Together, we created a captivating e-commerce interface and experience, giving prominence to impactful content, SEO, SEM, and developed a distinctive design language system. This effort resulted in an optimized retail user experience featuring redesigned filters, an intuitive help center, and a sleek, luxurious design.

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My Role

I served as the primary UX Designer, closely collaborating with the Creative Director, Senior Visual Designer, and client stakeholders. Together, we crafted user flows and wireframes to define page content, hierarchy, and interactions for a custom wedding band design feature. Additionally, I contributed to providing contextual help throughout the purchase process for both desktop and mobile platforms.