As an online engagement ring and jewelry company, Ritani provides a multitude of services to help their customers find the perfect engagement ring and/or jewelry pieces. The company offers in-person viewings at WeWork locations, ring customization and custom try-at-home engagement ring requests. Outside of improving general website user experience flows, decreasing website load times and optimizing compliance with ADA accessibility, I designed features to enhance the user experience such as an enhanced Build Your Own Jewelry tool, a Diamond Comparison tool, a Product Tracking page, and a Customer Accounts Dashboard.
Website Optimization
The restructuring of the Ritani website allowed for a refresh of many aspects of the site. In relation to color tones, the brand colors of light(#F1FBF5) to dark(#7FC798) green, were minimalized and used sparingly across the site for optimal visibility to comply with ADA compliance standards. Text generally is black(#000000@90%) and charcoal(#333333) while backgrounds will stay as close to white(#FFFFFF) as possible for optimal legability. The guidelines also restrict use of text within images and can only be applied live for best practice. Retrictions were also placed on the sizing of the fonts for the website, with 16px being the smallest for most text stylings on the site and 12px being used in cases such as copyright and tooltips.
While minimalizing the use of color tones on the Ritani website, more emphasis is placed on imagery and icons. Imagery, while bringing in color and life to the website, is standardized to have applicable regions for text to be placed as well as text caps being formed to keep designs in check. Icons throughout the website were also designed to a 1:1 ratio 50px svg format with a stroke of one for a consistent look throughout the website.
In parallel to the visuals of the site, the implementations of svg icons as well as jpg images, were all sized and formated for the fast load times with minimal wait. All images throughout the site are either svgs or at optimal screen resolution (generally 72 dpi) and all svgs and images are given alt text for accessibility. When imagery is replaced, older images such in the case of banners, are removed, archived and reviewed for occurances of duplicates as to keep backend locations free of clutter and linking issues.
On latest review of the Ritani.com website, with all implmentations stated above and with the work of the backend development team, Ritani.com scored a 95% on run speed by Google's PageSpeed Insights and scored in the top tier (96%) for overall performance amongst online jewerly online retailers such as James Allen and Brilliant Earth (data recorded as of September 2021).