E-Commerce & UI Design

Golaab Jewelry: Keepsake Builder

A custom upload flow focused on buyer intent and high-confidence proofing.

Role Product Designer
Timeline 6 Weeks
Golaab Mobile Interface

Product Overview

A custom jewelry platform where buyers upload a child's drawing and annotate specific details. The goal is to make them feel certain about the final manufactured piece before paying.

Primary KPI

Reduce Hesitation

Increase order conversions at the drawing-approval step by letting buyers see and confirm details before paying.

Secondary KPI

Drop Support Load

Minimize back-and-forth DM support queries by automating drawing intent tagging directly in the purchasing flow.

Context: The Bunny Sketch Origin Story

In 2025, operating Golaab Jewelry, I received a request to turn a child's drawing into real, permanent jewelry. Looking at the sketch, the bunny was drawn bigger than the girl and the hair was just tangled loops. I had to decide what those marks meant and cast my read of them in silver, not hers. There was nothing recorded that a bench jeweler could check the piece against later.

Research & Discovery

I reviewed order patterns and spoke directly with past keepsake buyers to pinpoint where transaction hesitation starts.

Insight 1

Fear of Misread Lines

Customers want a way to say "this line represents this feature" before their memory is permanently set in silver.

Insight 2

Manual Friction Pivot

Pre-checkout messaging threads are chaotic, causing buyers to drop off due to delays in getting simple detail clarifications.

View User Testing Quotes

On hesitation: "She hesitated and asked a lot of questions — not about price, but because she had no way of knowing what the final piece would look like before committing."

On uploading: "Strangers testing the initial live site in Calgary got stuck at step 1 because they didn't know what counted as a good enough photo."

Design Solution

To bridge the communication gap, I designed a 4-step customization flow centered around a Tap-to-Pin annotation canvas. This lets buyers drop pins directly on their uploaded drawings to label key details before committing to a final purchase.

Step 1

Upload & Isolate

Automatically adjusting contrast to remove paper background shadows.

Step 2

Tap-to-Pin

Tapping specific parts of the drawing to attach quick text notes.

Step 3

Material Selection

Choosing metal materials and previewing the finish style.

Step 4

Review Proof

Reviewing the final layout and notes summary before checking out.

System Logic Constraints (Edge Cases)

Mobile Touch Targets

Set minimum 48px touch targets for dropping pins, and used slide-up entry panels so the keyboard doesn't cover sketches.

Linking Bench Data

The coordinates are saved directly with the drawing file, showing bench jewelers exactly where instructions apply.

Golaab High-Fidelity Responsive Prototype Overview

Usability Validation & Iteration

I tested the initial fast-checkout version as a live site in Calgary at Carya Market. The test highlighted critical psychological barriers that informed the annotation update.

V1: The 3-Step Flow

What broke: People hesitated right at the photo step. They weren't sure what counted as a good photo, and were afraid something meaningful to them would just look like a smudge.

V2: The Intent Flow

What I learned: Adding the Tap-to-Pin annotation step increased interaction effort, but it removed the psychological worry. Letting customers explain their sketch built purchase confidence.

Live Interactive Prototype

Test the drawing upload and annotation flow exactly as the user experiences it. You can upload an image to see the metal casting rendering logic.

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