E-commerce · UI/UX · Branding
NOIR Jewelry
A conversion-focused luxury e-commerce experience that turns browsing into desire.
Role
Lead UI/UX Designer — research, IX, visual design, prototyping.
Project type
E-commerce · UI/UX · Branding
Full case study
Visuals © Mihaela Matei — sourced from the Behance case study.
Challenge
Translate the quiet confidence of a high-end jewelry brand into a digital store that still performs — without diluting the editorial tone with aggressive sales patterns.
My approach / process
Studied luxury retail benchmarks, then designed a calm, dark-mode storefront where typography, negative space and product photography lead. Every flow — discovery, PDP, checkout — was wireframed against conversion friction points before visual polish.
Key UX / UI decisions
- Editorial product detail page with sticky add-to-cart on scroll.
- Single-screen checkout with progressive disclosure to reduce abandonment.
- Visual hierarchy driven by serif display type, micro-interactions, and AAA contrast.
- Mobile-first grid that keeps imagery dominant on small screens.
Outcome
A complete, production-ready design system covering homepage, collections, PDP and checkout — balancing luxury aesthetics with measurable conversion logic.
What this project proves
Ability to ship UI/UX that sells without looking like it is trying to. End-to-end e-commerce UX with brand storytelling at its core.
Tools used
- Figma
- Photoshop
- Illustrator