Launched
B2C
E-commerce
Alzerina Jewelry - Information Architecture Redesigned
Alzerina Jewelry is a handmade luxury brand for women, but the website felt outdated and difficult to navigate. Data showed most users landed on the homepage and didn’t progress—only 20% clicked through to other pages. The lack of a clear path from browsing to buying created friction in the shopping experience. This current structure and poor information hierarchy made it nearly impossible for the business to scale online, severely impacting its growth potential.
DURATION
3 months
May - August
2024
ROLE
Front-end(Liquid)
UX Internship
TOOLS
Figma
Shopify(Liquid)
PhotoShop
illustrator
TEAM
2 UXUI intern
1 Graphic Designer
1 Marketing intern
Problem
1
2
3
4
Data analytics review
78% bounce rate on homepage
Average session duration: 27s
90% of traffic did not reach product pages
Usability tests
5 moderated tests
Common confusion between “Shop” and “Collections”
Users asked: “Where do I start?”
Most failed to reach specific product pages without prompting
To address the navigation issues identified earlier, I redesigned the site’s information architecture around three key changes:
Before
After
13 → 7
navigation simplified
6 → 2
clicks to reach product page
Conducted ongoing usability tests and collaborated closely with the manager and founder to iterate on designs, aiming to create the smoothest possible browsing experience.
Previous
Ver01
Season Sale felt too aggressive →
Collections was buried too low →
Top Sale was renamed to Our Finest →
Final Vresion
Impact
Analytics showed a 42% increase in users reaching product pages directly from the homepage.
Refined the Collection layout to highlight the uniqueness of each product line
Simplified long, dense content to improve readability
Replaced excessive text with visual storytelling
Added white space to create a clean and premium feel
Previous
Redesigned
Shifted from mixed storytelling layout to direct product display
Introduced more white space to reduce visual fatigue
Applied a softer color palette to align with luxury feel
Removed cluttered banners and text blocks for a cleaner, more focused interface
Previous
Redesigned
Designed reusable design system components and interaction flows(supports web & mobile), unifying payment experiences across all Rocket Family of Companies.
Layout development
With no front-end developer on the team, , I proactively stepped into the role and leveraged my existing knowledge of HTML, CSS, and JavaScript to learn Liquid.
Within just two months, I self-taught Liquid and used hard-coded solutions to break free from Shopify’s default framework.
In under a month, I built several fully editable custom Theme Sections, which not only highlighted the brand’s uniqueness but also made future updates much more flexible and efficient.
Difficulties
While customizing the layout for each Collection series, I noticed that all changes—such as layout structure and button links—were being automatically synced across every Collection page.
During testing, I discovered that all Collection pages were tied to the same default theme template, which overwrote any unique settings or content.
Even after trying multiple small steps—like creating new pages or reassigning layouts—the default settings continued to override any changes.
How I solved
Throughout the testing, I contacted several Shopify experts, but none could provide a clear solution, so I kept experimenting.
By chance, while editing a published page for my manager, I discovered that only live (published) pages allow selecting non-default templates.
This insight unlocked the issue. I was finally able to assign custom templates to each Collection series, manually mapping them to the correct products and completing the task.
Taking on both design and front-end development taught me how to make more feasible, constraint-aware design decisions.
With just 3 months to research, test, design, and develop, I learned how to prioritize tasks, stay focused, and ship with intention.
Building with scalability in mind—both visually and structurally—made the product easier to maintain and grow.
I learned how to guide teammates with no prior experience by focusing on collaboration, clear communication, and growing together as equals.
UXUI
Resume
About Me