Jewelry E-Commerce Webiste
Jewelry E-Commerce Webiste
Rebranding the website for ben_amun
Rebranding the website for ben_amun
Designed Primary Yellow’s first iOS app to extend the platform beyond web.
What
Gallery: Promote & sell
Artist: Promote & sell
Collector: Buy
Who
Developed scalable iOS design system and full-screen prototypes from low to high fidelity.
How
Delivered a mobile-native app that condensed complex web features into lightweight flows optimized for iOS
Impact
February - March 2025
Timeframe
Figma, Shopify
Tools
UI/UX Designer Lead
Role
Art Director
The Team
Website rebrand for a long-standing jewelry brand.
What
Targeted toward the brand’s core customers aged 35–44.
Who
Revamped layouts, elevated the brand’s aesthetic, and optimized the user flow.
How
Refreshed customer perception and improved visual consistency across all touchpoints.
Impact
February - March 2025
Timeframe
Timeframe
Figma, Shopify
Tools
Tools
UI/UX Design Lead
Role
Role
3 UI/UX designers, 1 project manager ,1 engineer
The Team
The Team
01. Context
01. Context
01. Context
What is Ben - Amun ?
Since 1980, Ben-Amun has been crafting iconic, handmade jewelry in New York. Known for timeless style and refined craftsmanship, the brand stands as a symbol of luxury and elegance.
What's the focus of this project?
I led a complete website rebrand in collaboration with the art director, transforming a site that had remained unchanged for years. In addition to the redesign, I also created weekly email campaigns and social graphics to support ongoing brand communication and engagement.
What is Ben - Amun ?
Since 1980, Ben-Amun has been crafting iconic, handmade jewelry in New York. Known for timeless style and refined craftsmanship, the brand stands as a symbol of luxury and elegance.
What's the focus of this project?
I led a complete website rebrand in collaboration with the art director, transforming a site that had remained unchanged for years. In addition to the redesign, I also created weekly email campaigns and social graphics to support ongoing brand communication and engagement.
What is Ben - Amun ?
Since 1980, Ben-Amun has been crafting iconic, handmade jewelry in New York. Known for timeless style and refined craftsmanship, the brand stands as a symbol of luxury and elegance.
What's the focus of this project?
I led a complete website rebrand in collaboration with the art director, transforming a site that had remained unchanged for years. In addition to the redesign, I also created weekly email campaigns and social graphics to support ongoing brand communication and engagement.
02. Key Problems
02. Key Problems
02. Key Problems
The brand’s old website was old-fashioned and poorly designed.
The brand’s old website was old-fashioned and poorly designed.
Home page
Customers don't know Ben-Amun’s heritage
Without clear storytelling around heritage, recognition, and cultural relevance, customers may overlook what sets the brand apart—impacting their perception of its value and uniqueness.
Home page
Customers don't know Ben-Amun’s story
Without clear storytelling around Ben-Amun’s heritage, recognition, and cultural relevance, customers may overlook what sets the brand apart—impacting their perception of its value and uniqueness.
Home page
Customers don't know Ben-Amun’s story
Without clear storytelling around Ben-Amun’s heritage, recognition, and cultural relevance, customers may overlook what sets the brand apart—impacting their perception of its value and uniqueness.
Press page
Visual hierarchy is vague
The content is presented in a long, unstructured list, requiring users to scroll excessively to find relevant information.
Press page
Visual hierarchy is vague
The content is presented in a long, unstructured list, requiring users to scroll excessively to find relevant information.
Press page
Visual hierarchy is vague
The content is presented in a long, unstructured list, requiring users to scroll excessively to find relevant information.
About page
Static Presentation
The layout is static, with minimal content structure, making the story feel less likely to be engage with.
About page
Static Presentation
The layout is static, with minimal content structure, making the story feel less likely to be engage with.
About page
Static Presentation
The layout is static, with minimal content structure, making the story feel less likely to be engage with.
The brand’s old website was old-fashioned and poorly designed.
03. Problem Statement
03. Problem Statement
03. Problem Statement
How might we modernize the website to build trust and better reflect the brand’s legacy and quality?
How might we modernize the website to build trust and better reflect the brand’s legacy and quality?
How might we modernize the website to build trust and better reflect the brand’s legacy and quality?
04. Target Users
04. Target Users
04. Target Users
Analyzing data from Shopify and Mailchimp revealed a clear demographic trend that helped define the primary user group.
Analyzing data from Shopify and Mailchimp revealed a clear demographic trend that helped define the primary user group.
Analyzing data from Shopify and Mailchimp revealed a demographic trend that helped define the primary user group.
About
Emily balances a busy life managing work, family, and self-care—and often rewards herself with small luxuries. Jewelry is one of her go-to forms of self-expression.
About
Emily balances a busy life managing work, family, and self-care—and often rewards herself with small luxuries. Jewelry is one of her go-to forms of self-expression.
Pain points
Limited time to browse
Avoid over-consumption
Becomes loyal when a brand fits her style and values
Pain points
Limited time to browse
Avoid over-consumption
Becomes loyal when a brand fits her style and values
Emily, 35
Emily, 35
New York
New York
Marketing Director
Marketing Director
05. Design goals
05. Design goals
05. Design goals
Modernize the Visual Language
Refreshed the overall aesthetic by updating the typography system and color palette to create a more contemporary and luxurious visual identity.
Refreshed the overall aesthetic by updating the typography system and color palette to create a more contemporary and luxurious visual identity.
Build Trust Through Storytelling
Clearly highlights brand's heritage, artisanal craftsmanship, and cultural relevance across the site.
Clearly highlights brand's heritage, artisanal craftsmanship, and cultural relevance across the site.
Optimized Cross-Device Flow
Streamlined desktop and mobile experiences to support quick browsing for time-limited users. Focused on clear navigation and easy access to key content across devices.
Streamlined desktop and mobile experiences to support quick browsing for time-limited users. Focused on clear navigation and easy access to key content across devices.
Streamlined desktop and mobile experiences to support quick browsing for time-limited users. Focused on clear navigation and easy access to key content.
06. Low-fi mockups of the key screens
06. Low-fi mockups of the key screens
06. Low-fi mockups of the key screens
I used this opportunity to establish a clear structural foundation and prioritize content hierarchy, allowing for faster iteration and stakeholder feedback before moving into high-fidelity design.
I used this opportunity to establish a clear structural foundation and prioritize content hierarchy, allowing for faster iteration and stakeholder feedback before moving into high-fidelity design.
07. Style Guide
07. Style Guide
Title
Title
Body
Body
08. Final Key Frame Designs
Desktop
Desktop
Explore the key UI screens by selecting a module on the left and play the video
Explore the key UI screens by selecting a module on the left and play the video
Explore the UI screens by selecting a module on the left and play the video
Home
About
Press
Magazine
Celebrities
Home
About
Press
Magazine
Celebrities
Home
About
Press
Magazine
Celebrities
Home
About
Press
Magazine
Celebrities
Mobile
Mobile
Home
Home
Press
Press
About
About
09. Reflection
09. Reflection
📊 Data Shapes Priorities
Input from the marketing team gave me visibility into which products customers gravitated toward most. Using that data, I was able to highlight high-performing categories to better drive sales.
📷 Product First, Always
The interface acts as a stage rather than a distraction. Minimal framing and full-bleed photography ensured the jewelry remained the star of the experience.
10. Supporting Visuals for Social Campaigns
10. Supporting Visuals for Social Campaigns
Instagram Stories
Instagram Stories
Each week, I design social media campaign graphics to promote the brand’s newest or trend-focused collections.
Each week, I design social media campaign graphics to promote the brand’s newest or trend-focused collections.
