Case study — Luxury E-commerce
Logan Hollowell
Jewelry Website
Redesigning the digital home of a celestial-inspired fine-jewelry brand — so the online experience finally matched the magic of the pieces themselves.
Replace with final homepage imagery
The challenge
Logan Hollowell's pieces are deeply personal — celestial symbolism, one-of-a-kind stones, made-to-order craft. The existing site sold products; it didn't tell that story.
Shoppers arriving from social campaigns landed on dense collection grids with little narrative, and the path from discovery to checkout was built for a generic catalog rather than considered, high-intent purchases. The brand needed an experience that honored the craftsmanship at every step — without sacrificing conversion.
My brief: rethink the end-to-end shopping journey — from first impression to post-purchase — and design a storefront that feels like the jewelry: rare, intentional, and worth the price.
The approach
01
Understand the buyer
Interviews with past customers and analysis of on-site behavior revealed two distinct journeys: gift buyers moving fast with a price ceiling, and collectors who research deeply and return multiple times before purchasing. The old site served neither well.
02
Restructure the catalog
I reorganized navigation around how people actually shop — by collection story, stone, and occasion — instead of internal product taxonomy, and introduced editorial moments between product rows so browsing feels like reading a lookbook, not scanning a spreadsheet.
03
Elevate the product page
The product detail page became the heart of the redesign: large immersive photography, the story behind each design, material and sizing guidance up front, and a calmer, more confident add-to-cart moment designed for considered purchases.
04
Remove friction at checkout
I streamlined the cart-to-confirmation flow, clarified shipping and made-to-order timelines before the payment step, and designed trust cues — care, returns, authenticity — exactly where hesitation peaks.
Collection page
Product detail page
"Complexity is a design failure. A luxury purchase should feel like a single, unbroken moment — from the first scroll to the confirmation email."
— Design principle for the project
The outcome
A storefront that carries the brand's celestial identity through every step of the journey — and converts like it means it.
- A reorganized catalog and navigation built around real shopping behavior
- An editorial product page template that gives every piece its story
- A streamlined checkout with trust cues placed where hesitation peaks
- A foundation of reusable patterns that became the brand's design system (see case study 02)
Detailed conversion and revenue figures available on request.
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