Vacier - Ecom Product Page Redesign
Fixing discoverability, clarity, and value communication for an e-commerce brand
Vacier - Ecom Product Page Redesign
Fixing discoverability, clarity, and value communication for an e-commerce brand
Vacier - Ecom Product Page Redesign
Fixing discoverability, clarity, and value communication for an e-commerce brand
1.Context
2.UX Problems
3.What I set out to solve
4.Reseach Inputs
5.UX Solutions
6.Final UX Impact
1.Context
2.UX Problems
3.What I set out to solve
4.Reseach Inputs
5.UX Solutions
6.Final UX Impact
1.Context
2.UX Problems
3.What I set out to solve
4.Reseach Inputs
5.UX Solutions
6.Final UX Impact
1. Context
Vacier’s brand is built on minimal aesthetics and a strong USP around premium quality and longevity.
But their product pages weren’t communicating any of that.
For a new or undecided user, the Men’s collection page felt:
visually minimal, but info-starved
aesthetically clean, but lacking clarity
premium, but not convincing
Minimalism should feel intentional — here, it felt empty.
1. Context
Vacier’s brand is built on minimal aesthetics and a strong USP around premium quality and longevity.
But their product pages weren’t communicating any of that.
For a new or undecided user, the Men’s collection page felt:
visually minimal, but info-starved
aesthetically clean, but lacking clarity
premium, but not convincing
Minimalism should feel intentional — here, it felt empty.
1. Context
Vacier’s brand is built on minimal aesthetics and a strong USP around premium quality and longevity.
But their product pages weren’t communicating any of that.
For a new or undecided user, the Men’s collection page felt:
visually minimal, but info-starved
aesthetically clean, but lacking clarity
premium, but not convincing
Minimalism should feel intentional — here, it felt empty.
2. The UX Problem
After a walkthrough and competitive review, I identified three core UX issues:
1. Orientation Issues → Users don’t know where they are
No breadcrumbs = weak navigation.
For ecommerce, breadcrumbs aren’t optional. They reduce bounce and help shoppers understand hierarchy.
2. Poor Discoverability → Users can’t see categories or collections
Minimal design hid the product taxonomy.
This creates unnecessary effort and slows down product discovery.
3. Low Value Communication → The brand’s biggest selling point is invisible
Vacier’s USP is strong — durability, quality, crafted minimalism — but nowhere to be found.
No value props on hero.
None in product cards.
No social proof.
This directly hurts conversions. People buy jewelry for trust, longevity, and aesthetic confidence — but the page wasn’t delivering any of that.
In short:
Users were under-informed, under-guided, and under-convinced.
2. The UX Problem
After a walkthrough and competitive review, I identified three core UX issues:
1. Orientation Issues → Users don’t know where they are
No breadcrumbs = weak navigation.
For ecommerce, breadcrumbs aren’t optional. They reduce bounce and help shoppers understand hierarchy.
2. Poor Discoverability → Users can’t see categories or collections
Minimal design hid the product taxonomy.
This creates unnecessary effort and slows down product discovery.
3. Low Value Communication → The brand’s biggest selling point is invisible
Vacier’s USP is strong — durability, quality, crafted minimalism — but nowhere to be found.
No value props on hero.
None in product cards.
No social proof.
This directly hurts conversions. People buy jewelry for trust, longevity, and aesthetic confidence — but the page wasn’t delivering any of that.
In short:
Users were under-informed, under-guided, and under-convinced.
2. The UX Problem
After a walkthrough and competitive review, I identified three core UX issues:
1. Orientation Issues → Users don’t know where they are
No breadcrumbs = weak navigation.
For ecommerce, breadcrumbs aren’t optional. They reduce bounce and help shoppers understand hierarchy.
2. Poor Discoverability → Users can’t see categories or collections
Minimal design hid the product taxonomy.
This creates unnecessary effort and slows down product discovery.
3. Low Value Communication → The brand’s biggest selling point is invisible
Vacier’s USP is strong — durability, quality, crafted minimalism — but nowhere to be found.
No value props on hero.
None in product cards.
No social proof.
This directly hurts conversions. People buy jewelry for trust, longevity, and aesthetic confidence — but the page wasn’t delivering any of that.
In short:
Users were under-informed, under-guided, and under-convinced.
Before the revamp
Before the revamp
Before the revamp
3. What I Set Out to Solve
My goal:
Make the Men’s product page informative without cluttering, minimal but not vague, and trust-building without shouting.
Objectives:
Improve clarity and orientation
Improve product discovery
Surface value props early and often
Strengthen social proof
Maintain brand’s minimal visual identity
3. What I Set Out to Solve
My goal:
Make the Men’s product page informative without cluttering, minimal but not vague, and trust-building without shouting.
Objectives:
Improve clarity and orientation
Improve product discovery
Surface value props early and often
Strengthen social proof
Maintain brand’s minimal visual identity
3. What I Set Out to Solve
My goal:
Make the Men’s product page informative without cluttering, minimal but not vague, and trust-building without shouting.
Objectives:
Improve clarity and orientation
Improve product discovery
Surface value props early and often
Strengthen social proof
Maintain brand’s minimal visual identity
4. Research Inputs
To understand what mattered most to real customers:
Review mining (Reddit, Quora discussions about premium jewelry)
TrustPilot analysis
Competitor audits (Mejuri, Cernucci, Vitaly, etc.)
Findings:
Users repeatedly mention “quality”, “durability”, “material”, and “minimal design” as the reason they buy — AND the reason they hesitate.
Social proof is a major deciding factor for DTC jewelry.
Category clarity heavily reduces browsing fatigue.
Value props work best when subtle but frequent — not loud banners.t
4. Research Inputs
To understand what mattered most to real customers:
Review mining (Reddit, Quora discussions about premium jewelry)
TrustPilot analysis
Competitor audits (Mejuri, Cernucci, Vitaly, etc.)
Findings:
Users repeatedly mention “quality”, “durability”, “material”, and “minimal design” as the reason they buy — AND the reason they hesitate.
Social proof is a major deciding factor for DTC jewelry.
Category clarity heavily reduces browsing fatigue.
Value props work best when subtle but frequent — not loud banners.t
4. Research Inputs
To understand what mattered most to real customers:
Review mining (Reddit, Quora discussions about premium jewelry)
TrustPilot analysis
Competitor audits (Mejuri, Cernucci, Vitaly, etc.)
Findings:
Users repeatedly mention “quality”, “durability”, “material”, and “minimal design” as the reason they buy — AND the reason they hesitate.
Social proof is a major deciding factor for DTC jewelry.
Category clarity heavily reduces browsing fatigue.
Value props work best when subtle but frequent — not loud banners.t
5. UX Solutions
A. Navigation & Orientation Fixes
Added breadcrumbs to anchor the user inside the site structure.
Streamlined header by absorbing the currency selector into the nav — reduces clutter and keeps cognitive load low.
Thin promo bar added for urgency — subtle but noticeable.
B. Hero Section Improvements
Rewrote hero copy to highlight the key USP clearly but minimally.
Added category thumbnails so users instantly know:
what collections exist
where to go next
what kind of products the brand actually offers
Minimal design ≠ hiding critical guidance.
C. Product Listing Enhancements
Value props placed inside product images via subtle icon badges:
“Premium quality materials”
“Designed to last”
These are the exact reasons people buy this brand — so they need to appear before the user clicks the product.
Star ratings added to product snippets
→ instant credibility
→ reduces hesitation
→ increases clickthroughs
All done without breaking the visual minimalism.
5. UX Solutions
A. Navigation & Orientation Fixes
Added breadcrumbs to anchor the user inside the site structure.
Streamlined header by absorbing the currency selector into the nav — reduces clutter and keeps cognitive load low.
Thin promo bar added for urgency — subtle but noticeable.
B. Hero Section Improvements
Rewrote hero copy to highlight the key USP clearly but minimally.
Added category thumbnails so users instantly know:
what collections exist
where to go next
what kind of products the brand actually offers
Minimal design ≠ hiding critical guidance.
C. Product Listing Enhancements
Value props placed inside product images via subtle icon badges:
“Premium quality materials”
“Designed to last”
These are the exact reasons people buy this brand — so they need to appear before the user clicks the product.
Star ratings added to product snippets
→ instant credibility
→ reduces hesitation
→ increases clickthroughs
All done without breaking the visual minimalism.
5. UX Solutions
A. Navigation & Orientation Fixes
Added breadcrumbs to anchor the user inside the site structure.
Streamlined header by absorbing the currency selector into the nav — reduces clutter and keeps cognitive load low.
Thin promo bar added for urgency — subtle but noticeable.
B. Hero Section Improvements
Rewrote hero copy to highlight the key USP clearly but minimally.
Added category thumbnails so users instantly know:
what collections exist
where to go next
what kind of products the brand actually offers
Minimal design ≠ hiding critical guidance.
C. Product Listing Enhancements
Value props placed inside product images via subtle icon badges:
“Premium quality materials”
“Designed to last”
These are the exact reasons people buy this brand — so they need to appear before the user clicks the product.
Star ratings added to product snippets
→ instant credibility
→ reduces hesitation
→ increases clickthroughs
All done without breaking the visual minimalism.
After the revamp
After the revamp
After the revamp
10% OFF ON ALL PRODUCTS
HOME
MEN
CAD$
Lifetime-Warranted Jewelry That Doesn’t Fade, Tarnish, or Break. Ever.
NECKLACE
BRACELET
RINGS
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$35.00
SQUARE CHAIN BRACELET
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$38.00
BOX CHAIN NECHLACE
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$37.00
WIRE CHAIN BRACELET
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$35.00
SQUARE RING
4.9 RATING
FROM 3310 HAPPY PEOPLE
10% OFF ON ALL PRODUCTS
HOME
MEN
CAD$
Lifetime-Warranted Jewelry That Doesn’t Fade, Tarnish, or Break. Ever.
NECKLACE
BRACELET
RINGS
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$35.00
SQUARE CHAIN BRACELET
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$38.00
BOX CHAIN NECHLACE
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$37.00
WIRE CHAIN BRACELET
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$35.00
SQUARE RING
4.9 RATING
FROM 3310 HAPPY PEOPLE
10% OFF ON ALL PRODUCTS
HOME
MEN
CAD$
NECKLACE
BRACELET
RINGS
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$35.00
SQUARE CHAIN BRACELET
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$38.00
BOX CHAIN NECHLACE
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$37.00
WIRE CHAIN BRACELET
4.9 RATING
FROM 3310 HAPPY PEOPLE
LIFE
TIME
WARRANTY
WATER PROOF
24X7
DURABLE
GOLD
SILV
$35.00
SQUARE RING
4.9 RATING
FROM 3310 HAPPY PEOPLE
6. Final UX Impact
The redesigned Men’s product page now:
Guides users clearly with breadcrumbs and structured navigation
Communicates USP early and consistently
Shows social proof where it matters
Improves discoverability through visual category cues
Feels premium, trustworthy, and easy to browse
It’s minimal — but not empty.
It’s clean — but not confusing.
It’s premium — but now, it says why.
6. Final UX Impact
The redesigned Men’s product page now:
Guides users clearly with breadcrumbs and structured navigation
Communicates USP early and consistently
Shows social proof where it matters
Improves discoverability through visual category cues
Feels premium, trustworthy, and easy to browse
It’s minimal — but not empty.
It’s clean — but not confusing.
It’s premium — but now, it says why.
6. Final UX Impact
The redesigned Men’s product page now:
Guides users clearly with breadcrumbs and structured navigation
Communicates USP early and consistently
Shows social proof where it matters
Improves discoverability through visual category cues
Feels premium, trustworthy, and easy to browse
It’s minimal — but not empty.
It’s clean — but not confusing.
It’s premium — but now, it says why.