In this project, I was given some freedom to change the overall look and feel, making it warmer and more appealing. Most of these changes were easily implemented by adjusting general CSS classes.

As usual, I shifted the focus from the product to the result: an excited woman — was she just proposed to? Did she receive a precious gift? Her shining eyes are what you’re really buying for a few thousand dollars, not the ring itself.

Curiously, the main target audience of the site is women, even though men make the final purchase. But women are the ones who choose — so the imagery should reflect their wannabe dream, too.

I also made the call to action more prominent and ensured it appeared above the fold, since — let’s be honest — people rarely scroll.