Inntent - HOA Redesign WIP

Project

Description

Services

Conversion · Mobile commerce · Personalisation · Product discovery · Design systems

Industry

E-commerce · Jewellery

Summary

A research-led e-commerce redesign focused on improving conversion, purchase confidence and product discovery for a premium natural-stone jewellery brand.

House of Astrology is a Bulgarian natural-stone jewellery brand whose website was attracting more traffic without converting that interest efficiently into purchases.

I used analytics, review sentiment, buyer behaviour, competitor research and a UX audit to identify confidence, discovery and mobile usability as the main opportunities. I then redesigned the core e-commerce journey mobile-first, including the homepage, PLP, PDP and Personal Astro Bracelet flow, supported by a reusable responsive design system.

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01 / Problem

Traffic was growing, while conversion was declining.

HOA wanted to improve website conversion. Before redesigning the interface, I looked at where the current buying journey was losing momentum and what customers needed before they were ready to commit.

Where were customers losing confidence, intent or momentum between discovering a product and deciding to buy it?

02 / Research

The strongest opportunity appeared before cart.

I combined a 90-day analytics review with review sentiment, buyer-behaviour observation, competitor research and a UX audit. The goal was to understand both where the funnel was weak and why customers might hesitate.

Quantitative signals

1.73%

Conversion rate

420 purchases from 24,276 sessions.

4.69%

Session → Add to cart

Largest observable funnel opportunity.

86.1%

Mobile traffic

Established the primary design context.

71%

Social traffic

Most traffic arrived through discovery-led channels.

+37%

Sessions, June → July

Traffic increased substantially.

−33%

CVR, same period

More traffic was not producing proportionally more purchases.

Session → Add to cart

4.69%

Cart → Checkout

58.3%

Checkout → Purchase

63.3%

What customers valued

Beauty

Visual appeal was the strongest recurring purchase driver.

Quality & craftsmanship

Natural stones, materials and craftsmanship reinforced perceived value.

Meaning

Stones, zodiac and symbolism added emotional value and differentiation.

Personal connection

Personalisation and gifting made the jewellery feel specific to a person, intention or moment.

Recurring hesitation

Sizing

Material quality

Price justification

Delivery

Returns

Personalisation risk

The site was generating desire. The bigger opportunity was helping customers turn that desire into purchase confidence.

The evidence pointed towards a clearer experience hierarchy: product first, quality and reassurance early, with astrology and deeper meaning supporting the purchase once the customer understood what they were buying.

Product → Quality → Reassurance → Meaning

Working stack

Figma · Figma AI · Claude Code · Codex

I used AI-assisted tools alongside Figma throughout exploration, responsive production and development-oriented workflow support.

03 / Mobile first

86.1% mobile traffic made mobile the starting point.

I designed the key journeys at 390px first, then adapted them for tablet and desktop. The same user goal stays intact while density, layout and interaction change with the available space.

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Mobile homepage

Mobile hierarchy designed first.

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Desktop homepage

The same task hierarchy expanded for desktop.

04 / Homepage

Reordering the homepage around how customers decide.

Social traffic meant many visitors arrived through discovery before they fully understood HOA. The homepage needed to create desire, establish credibility quickly and make product discovery obvious.

Desire → Trust → Product → Discovery → Brand depth

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Homepage hero

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Trust directly below hero

05 / Product discovery

Making products easier to compare without reducing them to specifications.

Product cards needed enough information to help someone choose, while keeping the jewellery itself visually dominant.

Product

Image and product name remain the primary information.

Price

Price and sale states remain easy to compare.

Stones & properties

Meaning supports the product rather than dominating it.

Action

A clear next action keeps the cards commercially useful.

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Desktop PLP

Vertical cards prioritise visual merchandising.

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Mobile PLP

Horizontal cards reduce scrolling while preserving readable product information.

Decision point 01 Design pivot

How far should premium minimalism go?

The visual direction called for a premium, restrained interface. Research simultaneously showed practical uncertainty around sizing, materials, price justification and purchase conditions. Taking the visual system too far towards minimalism risked removing exactly the information customers needed in order to commit.

Tension

A cleaner interface improved the premium perception, but reducing labels and guidance could increase ambiguity at high-intent moments.

Decision

Keep the aesthetic restrained while making purchasing interactions explicit wherever confidence or comprehension was at stake.

Design consequence

Visible Filter and Sort labels, readable horizontal mobile cards, contextual sizing help and reassurance positioned close to commitment.

Pivot

Legibility and confidence took priority whenever aesthetic reduction began obscuring the customer’s next decision.

06 / Filtering

Giving customers control without crowding the catalogue.

Collection, zodiac, stone and price all matter during discovery. On mobile, filtering becomes a focused full-screen experience with visible selections and one clear result action.

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Mobile filter drawer

Selected filters remain visible and the result action makes the outcome explicit.

07 / Product detail

Reassurance moves closer to the moment of commitment.

The PDP needed to preserve product desirability while answering the practical questions that could prevent someone from purchasing.

Product → Price → Size → Reassurance → Add to cart

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Mobile PDP

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Desktop PDP

Sizing at the point of choice

“How do I measure?” sits beside the size selector, so a practical question can be resolved without leaving the purchase area.

Trust close to commitment

Material quality, delivery, craftsmanship and inspection are surfaced close enough to the purchase decision to support it.

08 / Personal Astro Bracelet

Making a complex personalised product easier to complete.

Personal Astro had a 2.74% landing-page conversion rate compared with the 1.73% broader baseline. It was commercially important, while also requiring substantially more information than a standard jewellery purchase.

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Before — screenshot from the live HOA Personal Astro page

Before — live HOA website.

Decision point 02 Product pivot

Should I simplify the interface, or simplify the product?

The original Personal Astro journey combined physical bracelet configuration, personal birth data and optional information in one continuous purchase experience. The amount of information was a real usability problem on mobile, but most of it was necessary for the personalised product to work.

Tension

Removing fields would make the interface look simpler, while also stripping away information required to produce the bracelet correctly.

Decision

Preserve the required product inputs and reduce cognitive load through progressive disclosure and clearer grouping.

Design consequence

Separate configuration, birth data and verification into three purposeful steps with contextual actions and a final review state.

Pivot

The required information stayed. Its cognitive structure changed: Bracelet → Birth details → Review.

Bracelet

Choose size, stone size and decorative elements.

Birth details

Enter the information required for the personalised selection.

Review

Verify the configuration and personal details before adding to cart.

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Personal Astro · Step 01

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Personal Astro · Step 02

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Personal Astro · Step 03

09 / Design system

Responsive behaviour became part of the system.

Foundations cover typography, colour, spacing and 390 / 1024 / 1440 breakpoints. Component families use meaningful variants when presentation changes, rather than maintaining separate desktop and mobile components.

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Product card component family

Vertical, horizontal, compact, sale and interaction states within one semantic family.

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Design foundations

Responsive foundations and semantic tokens.

10 / Measuring success

The measurement plan follows the problem the research identified.

Post-launch results are not available yet, so I treat these as success criteria rather than claim an outcome that has not been measured.

Primary business metric

CVR

Baseline: 1.73%

Primary behavioural metric

Session → ATC

Baseline: 4.69%

Core commerce

Track Session → Add to Cart, Cart → Checkout and Checkout → Purchase to see whether confidence improves earlier in the journey without introducing downstream friction.

Personal Astro

Track step progression, birth-data completion, Review → Add to Cart, abandonment by field and final product conversion.

What changed

Product value appears earlier. Trust sits closer to commitment. Discovery asks for fewer simultaneous decisions. Personalisation becomes a guided purchase.

Across the redesign, the recurring design task was sequencing the right information at the point where it enables the customer’s next decision.