Tania Gil
Transforming a handcrafted jewelry store into a seamless online shopping experience.
This project was developed during the Ironhack Bootcamp. The challenge was to find a local business that could benefit from a website improvement. We chose Tania Gil Jewelry, a Portuguese jewelry brand whose website felt visually outdated and lacked an online shopping option.
Our goal was to modernize the brand’s digital presence and design a smooth, elegant buying experience for local and international customers alike.
Problem
The existing website didn’t reflect the craftsmanship and exclusivity of Tania Gil’s creations. Its structure was confusing, and the absence of e-commerce meant that visitors — especially tourists — couldn’t buy the products after leaving Portugal.
Research & Insights
During the first phase, completed in pairs, we conducted:
- Field research and user interviews: to understand the buying habits and expectations of jewelry customers.
- Competitive analysis: to identify UX and visual trends used by contemporary jewelry brands.
- Affinity diagramming: to organize pain points and motivations.
- Persona definition: Gabrielle, a French tourist visiting Portugal who discovers Tania Gil’s store but doesn’t have time to make a purchase in person and wishes she could buy online later.
The research revealed a key insight: the brand’s storytelling and handmade charm needed to be translated into an equally intimate and emotional digital journey.
User Journey
We mapped Gabrielle’s ideal journey, from discovering the brand to completing a purchase online.
Key priorities emerged:
- Highlighting the story behind each piece.
- Creating a simple and trustworthy checkout flow.
- Enhancing visual appeal and readability for international visitors.
Design Process
The second phase — executed individually — focused on transforming insights into visuals:
- Created a moodboard balancing artisanal warmth with refined minimalism.
- Built style guides and UI components in Adobe XD.
- Designed desktop and mobile high-fidelity prototypes with improved accessibility and visual hierarchy.
- Made a small logo adjustment to improve digital legibility while keeping the brand’s original character.
Project Outcome
The final prototype presents a modern, elegant, and intuitive e-commerce experience, where each jewelry piece is showcased with care.
Soft colors, generous spacing, and subtle animations guide users through the navigation, simulating the feeling of entering a calm boutique.
The redesign not only enhances usability but also positions the brand for online sales and international visibility.
Tools
Adobe XD, Miro, Figma, Google Forms, Photoshop.