Aurelle
Where Elegance Meets Artistry
Aurelle is more than just an online store—it’s a seamless, stylish way for a growing Instagram jewelry brand to shine beyond social media. Designed to make shopping effortless, the website blends elegance with practicality, offering smooth navigation, personalized customization, thoughtful gifting options, and a secure checkout experience. It’s all about helping customers shop with confidence while giving the brand the space to grow beyond direct messages and into a polished, professional e-commerce presence.
Role : UX Researcher ,
Interface Designer
Tools : Figma , Notion
Timeline : November - December
Identifying the Core Challenge
The Journey Wasn’t Purchase-Ready
Shoppers had to message us to ask about product details, pricing, and availability. Without a smooth flow from discovery to checkout, many found the process frustrating and slow — not ideal for a luxury purchase. The lack of instant action made the journey feel outdated and high-effort.
Drop-offs and Missed Conversions
Many customers lost interest mid-conversation, especially when they had to wait for responses. Without immediate access to product options or a checkout flow, we were missing out on valuable impulse purchases and repeat customers who craved ease and speed.
Limitations of Instagram as a Sales Platform
Instagram helped us grow and connect — but it simply wasn’t designed for selling high-ticket items. There was no space for personalized shopping, product filters, upselling, or showing verified reviews. We were limited in how we could build trust, offer customization, or drive higher-value sales.
Understanding the Buyers
Aurelle’s users are primarily Indian women between the ages of 25 and 45 who discover jewelry through Instagram. They include modern professionals seeking elegant, affordable luxury and occasion-based shoppers looking for meaningful gifts or premium pieces for weddings and festivals. What unites them is a desire for beautifully designed jewelry, a seamless shopping experience, and the trust that comes with secure, professional service—without the hassle of DMs or delays.
How We're Solving It
From Browsing to Buying—Made Effortless
We’re building a website that allows customers to explore and purchase jewelry effortlessly—no more waiting in DMs. Each product page includes clear pricing, availability, and customization options to reduce friction and drive instant action.
Smarter Checkout with Live Inventory Sync
We’ve streamlined the checkout process by integrating real-time inventory updates—so customers only proceed with purchases that are actually in stock. No more cart errors or last-minute out-of-stock messages—just a seamless, frustration-free buying experience that builds trust and drives conversions.
Informed Decisions with Enhanced Product Pages
To reduce drop-offs and hesitation, each product page now includes all the essentials: clear pricing, material details, sizing info, high-resolution images, and customer reviews. We also added sections for care instructions, shipping timelines, and return policies—ensuring users feel confident, informed, and in control of their purchase decisions.
Wireframes
Mobile
Desktop
Visual Design
Desktop
Mobile
