Engager Rings

Engager Rings

UX Design & Research  |  Web App  

UX Design & Research  |  Web App

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Project Overview

Project Overview

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Engager Rings is an online platform that that connects people to jewellers who help them design and create a one-of-a-kind custom engagement ring. 

Our task was to redesign the product for a better user experience.  Our solution combined the functionality of their native app and their promotional website to create a web app that allows customers to have the same user experience on both mobile or desktop.

Engager Rings is an online platform that that connects people to jewellers who help them design and create a one-of-a-kind custom engagement ring. 

Our task was to redesign the product for a better user experience.  Our solution combined the functionality of their native app and their promotional website to create a web app that allows customers to have the same user experience on both mobile or desktop.

Client: Engager Rings

Product: Web app

Design Tools: Figma, Photoshop

Research Tools: Google Analytics, User interviews, Market analysis

Our Team: I was part of a 3 person UX team, working with 1 UI designer.

Client: Engager Rings

Product: Web app

Design Tools: Figma, Photoshop


Research Tools: Google Analytics, User interviews, Market analysis


Our Team: I was part of a 3 person UX team, working with 1 UI designer.

Research

Research

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Getting to know Engager

We began by analyzing Engager's Google Analytics to gain insight into how people are currently using the site.  We learned that 63% of website visitors were women, which, supported by user interviews and further industry trend research, told us that the groom was not our sole user.

We also saw that the bounce rate was rather high The homepage (where most people enter Engager) had a  bounce rate of 63%, compared 41-55% which would be considered a decent bounce rate.  It was clear that potential customers were not feeling engaged (pun intended).

Getting to know our users

We conducted user interviews of past engager customers as well as couples who bought engagement rings elsewhere, mainly focusing on online purchases.  An affinity diagram was used to organize our research and gain insight into our user's pain points.

Our 2 main users were summed up in personas.  We used these personas to get to the core our our user's frustrations, needs, and habbits.

UX Development

UX Development

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Questioning the Brief

The client had initially asked us to redesign their native app and website (which was mainly focussed on directing people to download the app). However throughout the research phase, we began to question the best solution for the user. 

How do users find their jeweller? 

Everyone we interviewed said that they began with a Google search, so the website is where they discover their jeweller. The necessity of downloading an app is an extra step.

What platform does our user want to use?

Users indicated that they would want the option to complete the process on both desktop and mobile browser. None of our users had downloaded a native app, even when one was available for their jeweller.

What are the benefits and drawbacks of a native app?

What are the benefits and drawbacks of a native app?

Drawbacks:  People don't want to download an app (as indicated by user interviews).  Not being able to complete the process without an app download was a deterrent.

Benefits:  Video chat functionality would work better on a native app than a web app.

Drawbacks:  People don't want to download an app (as indicated by user interviews).  Not being able to complete the process without an app download was a deterrent.

Benefits:  Video chat functionality would work better on a native app than a web app.

Our Engager Proposal

We proposed that Engager Rings would be a responsive web app instead of a native app. This would allow users to complete the process on both mobile and desktop, with a seamless user experience across devices.  The drawbacks of a native app far outweighed the benefits.

With sign-off from the client, we proceeded with planning and design.

We proposed that Engager Rings would be a responsive web app instead of a native app. This would allow users to complete the process on both mobile and desktop, with a seamless user experience across devices.  The drawbacks of a native app far outweighed the benefits.

With sign-off from the client, we proceeded with planning and design.

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Design Solutions

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Remember Jason, our user?

We wanted to help our persona overcome his frustrations.  I created a customer journey map to visualize the main challenges we need to overcome. We looked at how to raise the low points, while ensuring we are maintaining or elevating the high points. 

ENGR-journey-map

Turning Challenges into Opportunities

We took specific steps to raise the lowest points of our user's journey.

Challenge: At the beginning of the process our user is lost and confused by industry terms.

Solution: We would replace Engager's educational e-book download with a series of "learn" screens that clearly explain the elements of a ring, including appropriate visuals.

We took specific steps to raise the lowest points of our user's journey.

Challenge: At the beginning of the process our user is lost and confused by industry terms.

Solution: We would replace Engager's educational e-book download with a series of "learn" screens that clearly explain the elements of a ring, including appropriate visuals.

ENGR-hifi-education

Challenge: User is overwhelmed by the amount of options.

Solution: An onboarding quiz would ask the user a series of questions to help narrow their search and steer them in the right direction. 

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Challenge: User is having trouble trusting the jeweller.

Solution: This was no easy task, and came with many solutions throughout the site.  Copy was very important in creating an emotional connection, as were images of product.  In addition, we needed to showcase testimonials from past clients.

Since it had a high bounce rate, we really focussed on getting the homepage right, making several midfi iterations before landing on the final version.

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The Final Product

The Final Product

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The visual elements added by our UI designer Fahime gave Engager an elegant and luxurious feel.  The below video shows the home page and "getting started" quiz. 

The visual elements added by our UI designer Fahimé gave Engager an elegant and luxurious feel.  The below video shows the home page and "getting started" quiz. 

Future Considerations

Future development would include fleshing out the rest of the screens that were outside the scope of our project, such as checkout and remaining mobile screens.  We would also like to incorporate an AR feature that allows users to view the 3D ring rendering on their hand before it has been built. 

Learnings

Engager has a great product, but the online platform wasn't allowing it to shine.  By pivoting from a native app to a web app, I believe that Engager will have a lower bounce rate, and an easier time converting visitors into customers.  My biggest takeaway was to focus on what is right for the user, and not be afraid to challenge the client's brief.

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