Director
Min Bui
Table of Contents:
Project Overview
Project: End-to-End Luxury E-commerce Website Redesign
Platform: Responsive Web (Mobile-First)
Services: UX Audit, UX Strategy, CRO Architecture, UX/UI Design, Brand Story Frameworks, Product Structure, Mobile Navigation & PDP Optimisation
“Our jewellery has always carried meaning, but our website didn’t tell that story. UXphoria helped us build an experience that feels as elegant and thoughtful as our pieces. For the first time, customers immediately understand our craftsmanship, our values, and why our jewellery matters.”
Lumavie Team
The Client
Lumavie Jewelry is a modern Scandinavian-inspired jewelry brand offering minimalist fine jewelry, lab-grown diamonds, personalized pieces, engagement rings, and everyday luxury essentials. The brand blends craftsmanship, ethical sourcing, and emotion-led design, but its luxury jewelry shopping experience online didn’t reflect any of that.
Before working with UXphoria, Lumavie had:
A generic layout that didn’t convey luxury or premium positioning
No strong emotional narrative or brand story to support buyer confidence
Weak trust structure around materials and authenticity
Underdeveloped product pages with unclear personalisation
A navigation system that made product discovery harder than it should be
A mobile experience that slowed decisions instead of enabling a mobile-first luxury UX
Inconsistent visuals and no premium identity
Lumavie’s goal:
“Give us a website that feels luxurious, trustworthy, and easy to shop, something aligned with modern jewellery buyers who need clarity before they commit.”
The Challenge
Luxury jewellery buyers don’t make quick decisions.
They evaluate, compare, magnify photos, look for flaws, and need reassurance before purchasing anything high-value, especially in a luxury ecommerce UX design context.
Across our audit, several challenges appeared immediately:
1. No Clear Brand Story or Emotional Hook
Users couldn’t understand what made Lumavie special, the romance, craftsmanship, ethical sourcing, or Scandinavian aesthetic were all missing, weakening the emotional connection needed to reduce buyer hesitation.
2. PDPs Lacked Clarity & Trust
Product pages didn’t explain materials, lead times, personalisation details, or stone information clearly enough. This lack of jewelry product page optimization caused hesitation right before purchase.
3. Browsing Felt Harder Than It Needed to Be
Browsing wasn’t effortless, especially for shoppers comparing styles or looking for something specific:
Collections lacked a clear structure or emotional introspection
Filtering was limited and didn’t match how jewellery buyers shop (stone, metal, size, availability)
Product cards didn’t surface key details like materials or lead times
Mobile navigation required too many taps to find important categories
Users struggled to understand where to start, especially gift and bridal shoppers
All of this made improved product discovery more difficult than it should have been.
4. Visual Identity Didn’t Match “Luxury Jewellery” Standards
Typography, imagery, colour, and spacing didn’t feel premium, resulting in lower confidence and reduced willingness to purchase high-value items.
5. No System for High-Value Reassurance
When buying jewellery online, customers need strong reassurance before committing:
No clear warranty or care information was visible during the journey
Materials and stone details were too light or buried
Lead times, delivery expectations, and resizing weren’t surfaced early
No consistent modules explaining craftsmanship or quality standards
Missing trust signals for jewelry buyers (returns, ethical sourcing, authenticity verification)
The Solution
UXphoria rebuilt Lumavie’s digital foundation from the inside out as part of a luxury jewelry website redesign.
Our mission was simple:
Create a luxury jewellery shopping experience that feels emotional, trustworthy, and effortless, especially for mobile shoppers who need clarity and confidence before buying high-value pieces through a mobile-first luxury UX.
Lumavie gained:
A clean luxury identity with Scandinavian-inspired calm and premium ecommerce design
A clearer, emotionally driven brand story
Strong trust cues across the entire journey, providing high-value purchase reassurance
Product pages designed like high-performing sales funnels through jewelry product page optimization
Personalised and bridal pathways that guide users smoothly
A mobile-first navigation system that’s easier to scan
Better image presentation with lifestyle + close-up balance
Clearer information around materials, warranties, and lead times
Everything we redesigned had a single goal:
Reduce hesitation and help customers feel confident buying jewellery online.
The Process
Phase 1: User Understanding & Behavior Insights
Luxury jewellery buyers need reassurance, emotional connection, and clarity, especially when navigating a luxury jewelry shopping experience online.
This phase gave Lumavie a deep, data-backed understanding of what buyers look for first, where they hesitate, and which cues build trust fastest.
What UXphoria Did
Analysed browsing patterns to identify hesitation points across the luxury ecommerce UX journey
Mapped user intent for bridal shoppers, gift buyers, and everyday jewellery seekers
Identified trust triggers (materials clarity, authenticity, warranties, craftsmanship) critical for high-value purchase reassurance
Studied competitor expectations across luxury and modern DTC jewellery brands
Determined ideal placement for emotional storytelling, product details, and benefits to reduce buyer hesitation
Improvements
Time-to-understanding improved from 4.9s → 2.6s
Early hesitation dropped by 22%
Trust cue discovery increased 1.7×
Mobile comprehension improved from 61% → 82%
Product interest depth increased by 24%
Phase 2: Brand Story, Navigation & Structure Clarity
A luxury brand cannot rely on visuals alone, it needs a clear narrative and a predictable flow supported by premium ecommerce design.
This phase restructured the entire site around clarity, emotion, and trust.
What UXphoria Did
Rebuilt the homepage with an emotional hero, brand story, and trust blocks
Simplified navigation to highlight bridal, personalization, and bestsellers for improved product discovery
Reordered sections to surface materials, ethics, and craftsmanship earlier
Clarified pathways for engagement rings, gifts, and everyday jewelry
Designed intro blocks for collections to create an editorial, luxury feel aligned with luxury ecommerce UX design
Improvements
Homepage bounce decreased from 55% → 40%
“What does Lumavie offer?” understanding improved from 5.2s → 2.4s
Collection entry increased by 37%
Path-to-PDP clarity improved by 29%
Product discovery completion increased from 43% → 61%
Phase 3: High-Confidence Product Page System
Product pages are where jewellery buyers decide whether they trust the brand - making jewelry product page optimization essential.
This phase rebuilt every PDP around clarity, reassurance, and luxury detail.
What UXphoria Did
Added material breakdowns, craftsmanship details, and an ethical sourcing explanation to strengthen materials and craftsmanship clarity
Designed a personalisation flow with clear engraving and stone options
Added a lead-time module so buyers understand when items arrive
Introduced trust modules: warranty, returns, quality checksBalanced lifestyle photos with zoom-ready close-ups to support confident evaluation
Improvements
Add-to-cart rate increased from 11% → 16% (+45%)
Material understanding improved 2×
PDP decision hesitation dropped by 31%
Engagement with personalisation options increased by 41%
Scroll completion increased from 47% → 69%
Phase 4: Visual Identity & Premium UI Design
To succeed in luxury ecommerce, the website must feel luxurious at every moment.
This phase elevated Lumavie’s visual language across typography, colour, spacing, imagery, and micro-interactions to meet luxury ecommerce UX design standards.
What UXphoria Did
Created a refined serif × sans typography pair inspired by Scandinavian brands
Introduced a warm, neutral palette that highlights jewellery beautifully
Designed consistent spacing, grids, and image framing
Upgraded UI to feel calmer, cleaner, and more premium
Enhanced product photography guidelines to support premium ecommerce design
Improvements
Trust perception score increased from 6.3 → 8.7
Visual clarity improved from 56% → 84%
UI inconsistencies reduced by 70%
Image clarity comprehension increased 1.8×
Emotional confidence to buy improved by 26%
PPhase 5: Mobile Flow & Conversion Enhancements
Most Lumavie visitors shop from mobile, so every second matters.
This phase focused on speed, clarity, and reassurance on small screens.
What UXphoria Did
Introduced thumb-friendly CTAs and sticky action bars
Optimised mobile menus and simplified category scanning
Improved checkout clarity with earlier reassurance
Surfaced payment options like Klarna earlier
Reduced interaction friction across all product flows
Improvements
Mobile conversion rate increased 31%
Checkout completion improved from 64% → 78%
Mobile bounce rate dropped from 51% → 36%
CTA accessibility improved by 44%
Lead-time confusion reduced by 39%
The Results
Lumavie’s redesigned website feels clearer, calmer, and far more trustworthy, exactly what modern jewellery buyers expect from a luxury jewelry shopping experience.
Launch Highlights
31% increase in mobile conversion rate
27% improvement in browsing depth
34% lift in trust engagement
Faster comprehension of materials and craftsmanship
Stronger engagement on bridal and personalised pieces
Higher confidence reflected in PDP interaction
The site now guides buyers, reassures them, and supports high-value decisions with ease.
The Outcome
Future Considerations
To continue elevating its luxury jewellery experience, Lumavie can explore:
Personalised quiz for ring sizing and gift guidance
Video walkthroughs for engagement rings
Loyalty program with early access for new drops
Story-driven product pages with behind-the-scenes craftsmanship
Post-purchase care flows to increase lifetime value
Each step strengthens trust, deepens connection, and drives long-term growth.
READY TO BUILD A LUXURY WEBSITE THAT LIFTS TRUST AND CONVERSIONS LIKE LUMAVIE?
Most brands don’t lose sales because their products are weak, they lose them because the experience creates hesitation.
You DON’T need more traffic.
You DON’T need more pages.
You DON’T need another pretty redesign.
You NEED clarity, trust, and a website that helps customers feel confident buying high-value items online, the same clarity that helped Lumavie LIFT MOBILE CONVERSIONS BY 31% and STRENGTHEN BUYER TRUST across their entire store.
At UXphoria, we turn confusing, underperforming ecommerce sites into clean, trustworthy journeys that users actually understand, and actually convert on.
If you're ready to build a luxury ecommerce experience that earns trust and drives conversions…
