E-Commerce Redesign
Buying a wedding ring is one of the most considered purchases a person will ever make. Blue Nile — one of the largest online jewelry retailers in the US — wanted to be there for that moment in a way that felt personal, trustworthy, and worthy of the occasion. They needed a redesigned wedding bands experience that matched the emotional weight of what they were selling.
Primary UX Designer. I collaborated with the Creative Director, Senior Visual Designer, and Blue Nile client stakeholders to redesign the wedding bands product line — from information architecture to final interactions — across desktop and mobile.
The existing wedding band experience made a high-consideration decision feel harder than it needed to be.
Key decision signals — metal type, ring style, fit, width — were buried behind inconsistent filters.
Content hierarchy didn't match how customers actually shopped for a ring.
The overall experience didn't communicate Blue Nile's premium positioning.
I redesigned the wedding bands line end-to-end — aligning the interface with how people actually choose a ring, across desktop, tablet, and mobile.
I redesigned the filtering system to surface the right attributes in the right order — turning filters into intuitive decision-support tools, not obstacles.
I designed the user flows and wireframes for a guided, step-by-step configuration feature — personalizing metal, style, and fit with choices reflected in real time.
An in-context help experience that surfaced guidance at the right moments in the purchase flow — answering questions without sending customers away from the page.
Working with the visual design team, I helped define the design language system for the line — cohesive, premium, and unmistakably Blue Nile.
An optimized retail experience — across desktop and mobile — that elevated the brand while simplifying the path from browsing to buying.