Foundrae
Client
Foundrae
Duration
6x(2-Week Design Sprint)
Focus
Optimize the Core User Flow → Checkout · Homepage · Subscription · Mobile UX
Foundrae already felt like a gallery of modern heirlooms. The problem was that the online experience behaved like a gallery too: beautiful, slow, and difficult to shop. Customers were browsing, bookmarking and leaving. The brand story was strong, but the path to purchase was fragile.
We set one goal: Turn Foundrae’s storytelling into a frictionless, repeatable buying ritual.
The main bottlenecks were:
- Luxury price point + fragile UX made customers hesitate instead of commit.
- Navigation was complex, especially for first-time visitors discovering the brand.
- Catalog was organized like a traditional store, not like a symbolic, story-driven brand.
- Product pages looked premium but didn’t actively answer key trust questions.
- Checkout experience created uncertainty around duties, shipping, and returns.
A confidence-first luxury journey
Foundrae was already priced and crafted as luxury, but the UX didn’t give customers the same confidence as the pieces themselves. We softened the experience into a calm, deliberate journey: fewer steps, clearer hierarchy, and space for the price to feel justified. Craftsmanship, materials, and guarantees now frame every key decision, so the interface quietly supports commitment instead of hesitation.
Navigation that welcomes, not overwhelms
For first-time visitors, the old navigation felt like walking into a maze.
Plain-language labels and guided “start here” paths turn discovery into a guided tour of the brand, not a test of patience.
We stripped the flow down to the bone. Every element that didn't drive the sale was cut.
The result is a lean, high-velocity checkout experience that gets the user from 'cart' to 'paid' with zero friction.
A catalog built around meaning, not just merchandise
The catalog once behaved like a conventional store, even though the brand is anything but.
We elevated symbolism to the front door: customers can now start with meaning -protection, love, identity - and only then refine by metal, type, or price. Each collection opens with a short narrative that frames the pieces as chapters in a story, not just items on a grid.
Jewelry is a high-ticket, high-trust transaction. We killed the liability. We flooded the PDP with clarity and macro-level scale shots. We stopped selling a thumbnail and started selling verified authenticity. The result? Zero hesitation, maximum revenue capture.
Product pages that answer the questions no one asks out loud
The old pages looked premium but stayed quiet on the details that actually close a high-value sale.
We rebuilt them as composed, scannable narratives: symbolism, materials, craftsmanship, personalization, sizing, delivery, and returns each have a defined place. Subtle social proof and inline FAQs handle objections next to the CTA, so users feel informed without being pushed.
Checkout that removes doubt from the final step
At checkout, uncertainty around duties, shipping, and returns was doing more talking than the brand. We redesigned the flow as a single, focused column with everything important stated upfront: delivery expectations, taxes, duties, and return rules. A persistent order summary, gentle error states, and visible access to support turn the last mile from a moment of doubt into a quiet confirmation.
