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Adelle Jewellery
—
2025
Revamp new face of Adelle Jewellery with curated product, content and recent activity.
PLATFORM
Website (Responsive Design)
FOCUS
CMS, Product Design, Human-Centricity
project Timeline
Jan - May 2025
ROLE
UI/UX Designer
The Adelle Jewellery e-commerce platform is the digital gateway to its exquisite collections—a space where customers discover timeless pieces while engaging with the brand’s latest launches and events.
Challenges
Before our IT team took over the e-commerce website redesign, an external vendor managed the platform. This approach introduced significant design challenges due to strict constraints and complex requirements—particularly in migrating all existing website components to the new system. Additionally, Adelle Jewellery incurred substantial long-term costs to maintain the outdated vendor-hosted solution.
A significant challenge also arose after the initial development phase. The primary stakeholder (the Marketing Division) requested a complete overhaul of the requirements, which meant we had to execute a major update in just one month.
Solutions
Upon audit, we recognized Adelle’s existing brand identity no longer reflected its evolution into a modern luxury label. The website, packaging, and visual language required a cohesive redesign to:
Elevate the brand’s premium positioning
Simplify the user journey for high-intent buyers
Customize content based on recent themes and activities
In response, our team adapted quickly. Within that single month, we adjusted the entire design and development scope to meet the new requirements, successfully delivering the revamped project within the tight deadline.
UX Audit
An audit of the previous website interface revealed opportunities to improve the user experience. The goals were to elevate the brand's positioning and simplify the user journey across all platforms.
Microsite & Dashboard Structure
Before beginning the visual design, I mapped out the complete structure and user flows for both the customer-facing website and the CMS dashboard. The primary goal was to ensure the new design aligned with the customer journey and business objectives.
Optimized User Experience
As shown below, a prominent section showcases featured product collections (limited to two products per view). This allows the business to highlight new arrivals or specific themes, ensuring customers see key products without needing to manually browse.
The simplified navigation bar features just four main menus, plus the logo and a sign-in button, to prevent exploration fatigue.
Key sections are strategically placed to build trust and drive engagement:
Brand Services (highlighting Adelle Jewellery’s offerings)
Gold Rate (Real-time pricing transparency)
Curated Product Zones:
Best Sellers
Collections
Inspiration & Education:
Product Guidelines
Services
CSR
Journal & Articles
Offline Stores
Stay Connected (newsletter/social links)
Footer (quick access to policies, contacts)
Every element is designed to guide customers seamlessly—while reinforcing Adelle’s brand identity.
Manage & Customize Content in CMS
Working closely with my division and marketing division, I contributed to the successful design of a transformative content management dashboard for Adelle Jewellery. Our goal was to provide a single source of truth for all website content, and we achieved this by creating a platform that allows for intuitive management and customization of everything from homepage banners and product listings to brand articles, special promotions, and even customer and admin data. This project was a significant step in enhancing Adelle's operational efficiency and content flexibility.
Summary
A key achievement in the Adelle Jewellery website redesign was our team's successful navigation of a critical scope change under a tight deadline. Faced with challenges in product readiness for a full e-commerce build and a one-month deadline for a cost-saving vendor migration, we strategically pivoted the project to focus on a company profile website.
Key Results
Strategic Pivot & Rapid Delivery: Successfully redesigned and launched the website as a company profile within a one-month sprint cycle.
Met Critical Deadline: Ensured timely migration from the previous vendor, securing planned cost efficiencies.
High Stakeholder Satisfaction: Delivered a solution that stakeholders were highly pleased with, despite the shift in scope and challenging timeline.
Collaboration
Chief of Technology: Indra
Marketing Division: Gloria (Consultant), Wiwit (Manager Creative), Elizabeth (Creative)
IT Team: Alfredho (Business Development SPV), Adry (Developer SPV), and Yoga
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