Kendra Scott's current site navigation and architecture do not provide an intuitive shopping experience and a clear path to purchase. Their backend platform, Magento is unable to accommodate the number of visitors to the site and the volume of sales.

The one-of-kind in-store experience, Kendra's story, and her commitment to fashion, family and philanthropy all are unique to the brand. There is an opportunity to carry those into the online experience. 

As a personal challenge, I was new to the DemandWare/Site Genesis platform. I was learning about the out-of-the-box capabilities and technical limitations of the software as I progressed through each design sprint.

Role: UX, interaction, mobile | Visual Design: Lyndsey Jimenez Lead UX: Stormi Knight | Agency: Optaros


About Kendra Scott

Kendra Scott is both a person and jewelry company based out of Austin, TX. The brand has grown to carry 10,000 products and $1 million in sales, now known for it's cult like following and wide customer base. The pieces incorporate natural stones and custom-designed shapes. Customers can design their own jewelry making it unique and personal to them and their style. Kendra is also a philanthropist and giving back to the community is a big part of the brand.


As the UX designer, I collaborated with an art director, visual designer, project manager, and overseas technical team to create a shopping experience with the DemandWare e-commerce platform. My deliverables included wireframes, interactive prototypes, design concepts for the homepage and inspiration pages, and content strategy. 


Streamline the cart and checkout process for customers that allows for quick and easy editing of product details. Make informed design recommendations based on the technical requirements and capabilities of DemandWare. Determine what is an out of the box solution and where to customize the experience to fit the needs of the client, all while staying in scope of business requirements and timeline. 

Wireframes to Final Design

Clickable prototypes were effective for presenting designs to both the internal and client team through review sessions. I created the initial wireframes and later hi-fidelity mockups with UI design from Optaros' visual designer.