Jewelry Selection Improvement

Problem

On JCPenney.com’s fine jewelry pages, the product selection was limited due to the existing data setup. This setup restricted the ability to group different variations of a product—such as metal type, stone, karat, and color—within a single product page, preventing users to view all available options in one place.

Opportunity

Based on competitor usability study conducted on ring product pages, users found it convenient to see and compare multiple options on the same page rather than navigating back to find other ring variations.

There was an opportunity to improve usability by grouping all variations of a jewelry item on a single product page, allowing users to compare options more easily without navigating between multiple pages.

Goal

Drive conversion and incremental sales by optimizing jewelry merchandising while enhancing the product description pages (PDP) with multiple selection that is intuitive, easy to navigate, and free from cognitive overload.

Solution

Drawing from in-depth competitor analysis conducted by the research team and myself, my design lead and I teamed up to mock up three prototypes for an usability study. The objectives of the study were:

Discoverability of additional product selectors on PDP
Number of selectors and what types of attributes users find helpful for rings
Ease of use when interacting with additional product selectors on PDP
User expectations of what resources on PDP update based on selection criteria (e.g., images, product details, product title, reviews, price)

Based on the gathered data, we confidently moved forward with these recommendations:

Five is recommended maximum number of product selectors in a page

Implementing the selectors as a carousel to minimize excessive scrolling

Using visual facets for stone shape and metal type to enhance scannability

Certain key product selectors that need image updates to enhance visual guidance for users' purchase decisions

Here's a side-by-side of what's previously in production and the final UX recommendation:

Previous Production

UX Rec

Outcome

The jewelry page enhancement MVP went live in January 2025, right on schedule for Valentine’s Day. Just as planned! 🚀

The enhancement led to a significant sales boost, with plans to expand it to other jewelry categories as well as other departments.

Jewelry Selection Enhancement

Expanding product selections for a fuller shopping experience