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Business description

70-year-old luxury jewelers and goldsmiths of excellence. They focused on preserving elegance and high standards of quality. 


UX Research & Design | Web Design | Branding | Art Direction | Digital Strategy 


Mexico City


2021 - 2023


Figma, Adobe Illustrator & Lightroom

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Rebrand the jewelry line with a fresh and modern twist while retaining the brand's heritage and craftsmanship, and create a visually stunning website and photography to attract and engage a new generation of customers.

Problem Statement

My findings indicated that users wanted an engaging, nice-looking, easy website to navigate that could offer a  personalized, straightforward inquiry.  The brand wasn't communicating exclusivity and its values with the previous design.

The process

I. Empathize - Understanding Users Needs


I engaged in one-on-one interviews with existing customers and potential clients, aiming to uncover their unique tastes, jewelry-buying habits, and pain points. 

User Journey Map

Goal: Help the user find a trusted jeweler who can assist them in discovering a piece of jewelry that meets their specific needs and desires. 

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II. Define 

User pain points


Poor Website Usability

Users struggled with the old website's confusing layout and difficulty navigating the site.


Inadequate Product Visibility

The previous website didn't effectively showcase jewelry products, making it hard for users to assess and appreciate them.


Lack of Brand Consistency

There was a lack of visual harmony with the brand's identity, resulting in a disconnect with users and a loss of trust.


By developing personas, I gained a deep understanding of the target audience and created designs that were tailored to their needs and preferences, resulting in a highly effective and engaging user experience.

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After gaining insights from user personas and pain points, I strategically introduced the rebranding phase. This involved creating a comprehensive brand manual, defining a fresh concept, and shaping key elements, including the logo, typography, colors, and avatars

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Photo Creation & Art Direction

I did the product photography and creative direction for the brand's rebranding, this helped me while creating the brand manual, developing the social media strategy, and building the new website, all of which were aligned with the new brand identity and designed to increase brand engagement.


III. Ideate 


During the wireframe creation process, I took a creative approach to ensure a seamless user experience by addressing pain points and carefully selecting elements that facilitate a better journey. To accommodate all user types, I prioritized the implementation of a top navigation bar and included a navigation menu at the top of the bar. The goal was to create a user-friendly navigation system that simplifies all users' processes.

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High - Fidelity Prototypes | Desktop


Low - Fidelity Prototypes | Mobile version

IV. Prototype 

Final Visual Design 


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Digital Strategy | IG

Created a new brand presence with the help of a digital strategy focused on new users who interact with the brand.

IG: @villazonjoyeros

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Group 10.png


Based on the new identity and branding, I also wanted to create a unique user experience from the beginning of the purchase till the end. The only way to do this is to pay attention to every detail. Here are some of the prototypes for the packaging, which will be released in 2023. 

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V. Test

Following the rebranding and website redesign, we conducted testing to evaluate their impact and gather user feedback. This section showcases the noteworthy results and user insights that emerged from this testing phase, providing valuable context to our project's success.


The redesign of the jewelry branding & and photography increased new customer retention by 20%, strengthened brand presence, and received positive feedback from the users during website testing. Sales increased by 15%.


Here are some of the comments that Villazon’s customers had on the new website:

  • "I love it now! Not as messy as before; it's more friendly."

  • "It’s easier to navigate, loving the new photos and design."

  • "The website used to be boring, I wasn't into buying jewelry, but now it's so nice that I want to buy everything. It's easier to use."

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