Jewelry Selection Improvement

Problem

On JCPenney.com’s fine jewelry pages, the existing data setup limited product selection by preventing the grouping of variations like metal type, stone, karat, and color on a single product page.

Opportunity

A competitor usability study showed that users preferred comparing ring variations on a single page, revealing an opportunity to improve usability by consolidating all jewelry options onto one product page.

Solution

Drawing from in-depth competitor analysis conducted by the research team and myself, my design lead and I teamed up to mock up three prototypes for an usability study.

Prototype 1:
- Stacked Selectors
- All-encompassing product title
- Price near Add to Cart

Prototype 2:
- Carousel Selectors
- Generic product title
- Price near product image

Prototype 3
- Carousel Selectors
- Dynamic product title
- Price near Add to Cart and on sticky bar

Based on the gathered data, we confidently moved forward with these recommendations:

Limiting product selectors to five per page to avoid scrolling between selectors and product images

Implementing the selectors as a carousel to minimize excessive vertical scrolling

Using visual facets for stone shape and metal type to enhance scannability
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Identifying key product selectors that need image updates to enhance visual guidance for users' purchase decisions

Here's a side-by-side of what's previously in production and the final designs:

Initial Assessment

MVP

Post MVP

Outcome

The jewelry page enhancement MVP went live in January 2025, right on schedule for Valentine’s Day. Just as planned! 🚀

The enhancement led to a significant sales boost, with plans to expand it to other jewelry categories as well as other departments.

Jewelry Selection Enhancement

Expanding product selections for a fuller shopping experience

Say hi via li.kailey12@gmail.com or linkedIn!