UX Review & Website Improvement

Overview

This project involved conducting a UX review of an existing website for a Hong Kong–based premium jewellery client. The focus was on identifying usability gaps, improving visual hierarchy, and enhancing the overall digital experience to better reflect the brand’s premium positioning.

The goal was to evaluate the current website experience, identify friction points in navigation and content structure, and recommend improvements that would elevate usability, clarity, and brand perception while supporting better engagement.

Goal

My Role

I worked on the UX analysis by auditing key user journeys, reviewing layout consistency, assessing information architecture, and identifying areas of visual and interaction improvement. I proposed structured design enhancements aligned with both business objectives and user expectations.

Process

01

Alignment

Understood business goals, target audience, and current website challenges.

02

UX Audit

Reviewed navigation,  structure, visual hierarchy, responsiveness, and overall usability.

03

User Mapping

Analyzed key user flows to identify friction points and drop-offs.

04

Findings

Categorized usability and design issues based on impact and urgency.

05

Design Proposal

Proposed structured improvements and validated them with stakeholders for feasibility and
next steps.

Impact

The recommendations provided a clear roadmap for improving the website’s usability and visual coherence, helping strengthen the premium brand experience and laying the foundation for a more intuitive and conversion-focused digital presence.