Impress is Israel’s largest jewelry brand, with a wide and loyal customer base.
I had the honor of designing their new e-commerce website alongside two other designers, with the goal of enhancing the look and feel and driving sales.
We refined the visual identity and designed a luxurious website.
I was part of a 3-designer team tasked with redesigning Impress’s e-commerce website — aiming to elevate the visual identity and improve sales performance.
My focus was on the core user experience flows and functional pages: purchase flow, loyalty club, product page (mobile), Trade-In, personal area, blog, and various template-based layouts.
The other designers focused on the homepage, shop lobby, store page, and category pages.
Problem
The site needed a luxurious, polished look that reflects the brand and helps drive sales.
Outcome
Increased sales by 60% through improved UX focused on the purchase flow and Impress club experience.
ROLE
UX/UI DESIGN
AREA
Desktop, MOBILE
TIMELINE
jul '24 - sep '24
STATUS
SHIPPED (LINK)
The project kicked off with a clear brief: redesign Impress’s online store to match its luxurious brand and support its ambitious sales goals.
We started by identifying the core challenge — the existing website didn’t reflect the company’s upscale positioning or deliver a modern shopping experience.
From there, we moved into a research phase, analyzing top-tier e-commerce sites in the fashion and jewelry space to gather visual and UX benchmarks.
This helped us align on a design direction that felt clean, spacious, and premium.
Once the foundation was clear, we moved into ideation and iterations - refining the flow through internal reviews, close collaboration with stakeholders, and continuous feedback.
WHAT WE PROVIDED
Smart e-commerce touchpoints
Behavior-based elements like personalized suggestions and coupon prompts at checkout designed to align with user intent.
A premium brand experience
From typography to layout, every detail was designed to evoke elegance and trust - making the brand feel like a high-end, international name.
Effortless navigation and clarity
Simple flows, clear hierarchy, and thoughtful UX decisions ensure a seamless experience - whether users are exploring collections or completing a purchase.
We didn’t have a strict deadline, but we knew we wanted to move fast without compromising quality.
Over the course of one focused month, we designed all the key pages of the website.
The process included research, early design exploration, stakeholder feedback, and refining both desktop and mobile experiences in parallel.
Staying aligned with the brand vision while making quick, smart decisions helped us deliver a full e-commerce experience in just a few weeks.
IDEATION
We began with a focused inspiration phase: researching similar brands to understand the visual and UX standards expected from a high-end e-commerce experience.
This helped us align on the aesthetic direction, identify interface patterns, and set the execution bar for both user experience and visual presence.
Gucci’s design language guided us in creating a sense of luxury through large imagery, generous spacing, and refined typography.
We looked to D&G for bold, distinctive UI inspiration - especially in areas like the personal account section, which felt custom and unconventional.
Option 1: Sidebar View
A fixed sidebar integrated with the workout plan editor.
Key insights:
Quick access while editing the workout plan.
Limited screen real estate, not intuitive for mobile.
Too much visual noise when both views are open.
Option 2: Pop-up on click
A pop-up view triggered by clicking the library icon in the tooltip.
Key insights:
Cleaner layout with more space for exercises.
Easier to adapt to mobile experience.
Felt more intentional and focused for the user.
The exercise library was a key solution to a major user experience: saving time and effort by reusing the same exercises across different programs.
I had to develop a structured flow to suggest the right actions within the right user scenarios, focusing primarily on guiding and encouraging to save exercises to the library.
This project was all about laying a strong foundation, not just for the product, but for the design mindset behind it. I focused on giving coaches the clarity and tools they need to build great programs, knowing the system will continue to evolve.
01
Coach-first focus
I deliberately focused on the coach’s experience rather than the trainee’s - since we’re still building out the system step by step. That clarity helped shape a more purposeful flow.
02
Still waiting to test
I’m looking forward to running A/B tests and deeper usability validation once the product is developed. I already have clear hypotheses I’d love to explore.
03
Design is strategy
This wasn’t just about clean UI - every decision was made to support long-term product thinking: scalability, mental clarity, and a system users can grow with.
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