Ibrahim Mohammed

Work

Deema & Co Jewellery Mobile App

Role: UX/UI Designer & Researcher

Objective: Design a user-friendly and visually stunning mobile app for a luxury jewellery brand, focusing on enhancing the shopping experience, building trust, and driving conversions.ty design, and usability testing.

Tools: Figma, Figjam, Zoom, Lookback.io

Process: Research and Discovery, Ideation, Design, Project Handoff, Reflection.

Timeline: 6 Weeks

Challenge

The jewellery brand wanted to expand its digital presence with a mobile app but lacked a platform that reflected its luxury identity.
Existing jewellery apps were often cluttered, difficult to navigate, and lacked trust-building features.
Users struggled to visualize products and complete purchases on mobile devices.

Goal

Create an intuitive and elegant mobile app that aligns with the brand’s luxury aesthetic.
Address user pain points by improving navigation, trust-building elements, and the overall shopping experience.
Increase user engagement and conversion rates.

Client 💼

Client Background:

The client is a luxury jewelry brand looking to expand its digital presence with a mobile app.
The problem was straightforward: the brand lacked a mobile app, and their website was not optimized for mobile users.
The client trusted my expertise and gave me creative freedom to design a solution.

Key Requirements

Reflect the brand’s luxury identity.
Provide a seamless shopping experience.
Build trust with users through secure payments, reviews, and clear policies.

User Interviews 👥

Objective 🌟

Identify pain points and preferences of potential users.

Methodology 💫

Conducted 15 user interviews with participants aged 19-45, primarily women interested in luxury jewellery.
Asked open-ended questions about their shopping habits, pain points, and expectations from a jewellery app.

Key Findings 🔍

75% of users preferred shopping on mobile apps but found existing jewellery apps non-intuitive.
80% of users wanted high-quality visuals and 360-degree product views.
70% of users expressed concerns about trust (e.g., secure payments, return policies).
60% of users abandoned carts due to complicated checkout processes.

User Interview Insights Table

Competitor Apps Review 📱

Objective 🌟

Analyze competitor apps to identify strengths, weaknesses, and opportunities for differentiation.

Methodology 💫

I installed and tested 3 competitor apps: Tiffany & Co., Cartier, and a local jewellery brand.
I evaluated each app based on navigation, visual design, product visualisation, trust-building elements, and checkout process.

Key Findings 🔍

Tiffany & Co. had the best navigation and product visualisation but lacked personalisation.
Cartier had a luxurious design but was cluttered and difficult to navigate.
The local jewellery brand had outdated visuals and no trust-building features.

Competitor Apps Review Table

Key Insights from Research 📱

User-Centric Design:
- Users want a simple, intuitive app with high-quality visuals and interactive product views.
- Trust-building features like reviews, secure payment badges, and clear policies are essential.
Competitor Gaps:
- Competitors either lacked personalization, had cluttered designs, or failed to build trust effectively.
- There’s an opportunity to differentiate by offering a seamless, personalized, and trustworthy experience.
Mobile Optimization:
Performance and responsiveness are critical for retaining users on mobile apps.

🎨 Color Styles

#BB797F

I experimented with different font styles to find one that balances elegance and legibility.
I ensured the font complements the color palette and enhances the overall aesthetic.
I tested text-heavy screens to confirm its readability across different sizes.

Typography 🖍

I explored the psychology of colors in luxury branding.
I analyzed competitors’ color palettes to differentiate the app while maintaining familiarity.
I tested various shades in UI mockups to ensure readability and contrast.

Icon Style 🖍

All icons used are from Huge Icons Pro Plugin on Figma

User Persona 👩‍🦰

I mapped out different types of users (e.g., first-time buyers, collectors, gift shoppers) to understand their needs.

User Flow ✍️

To ensure a smooth and engaging experience, I mapped out user flows that define how users interact with the jewelry app. The goal was to create a seamless journey from product discovery to purchase while minimizing friction.

Onboarding userflow

Browsing and Discovery Flow

Checkout Flow

Track order flow

Low Fidelity Sketches ✍️

Before moving into high-fidelity design, I created low-fidelity sketches to explore different layouts and user interactions. This stage allowed me to quickly iterate on ideas, test usability, and refine navigation without investing too much time in details.

Home and Product Page

User Interviews 👥

After finalising the prototype, I conducted usability testing to evaluate how users interact with the app. The goal was to identify pain points, validate design decisions, and ensure a smooth user experience before handing it over to the developers.

Methodology 💫

Moderated usability tests: Observing users as they complete tasks.
Think-aloud protocol: Encouraging users to verbalize thoughts while navigating the app.
Surveys & Feedback Forms: Collecting qualitative feedback post-testing.

Key Findings 🔍

Navigation & UI Appeal: 92% of users found the interface clean, intuitive, and visually appealing.
Smooth Checkout Process: 9 out of 10 testers completed their purchases without confusion or hesitation.
Favourites Feature: 80% of users appreciated being able to save items for later.
Product Imagery & Layout: Users found the high-quality images and layout visually engaging and helpful in making decisions.

Annotations and Measurements 📐

Along with the wireframes, the client and developer team were provided detailed high-fidelity mock-ups that depicted interactions, animations, dynamic behaviors, and spacing between elements to guide the implementation of the final product.

Reflection ✨

Working on this jewellery app project was a valuable experience that deepened my understanding of user-centered design, usability testing, and the importance of refining details to enhance the shopping experience.

1. Key Takeaways: User Feedback is Essential
2. Simplicity Enhances Engagement
3. Trust Signals Matter
4. Iterative Design is Key

Overall, this project strengthened my ability to balance aesthetics with functionality, ensuring that design decisions are both visually appealing and practical for the end user. Moving forward, I’ll continue applying these insights to create even more effective, user-focused designs.

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