Nadine Amanda | UI UX Designer

Goldenerre

Luxury in every moment

Luxury E-commerce

B2C

Web & Mobile

Redesign

Conversion Optimization

A/B Testing

Overview

I redesigned the homepage hero and product page to elevate the brand’s luxury positioning and improve conversions. The work focused on refined visuals, stronger value communication, enhanced product imagery, and CRO-driven layouts optimized for A/B testing.

Problem:

The existing hero section and product page lacked clear hierarchy, emotional storytelling, trust signals, and strong conversion pathways. The brand identity also felt disconnected from the luxury positioning. Also, the logo lacked refinement and visual symbolism. Additionally, the product page required a full redesign to improve perceived value, purchase confidence, and prepare for A/B testing.

Solution

I have elevated the brand’s visual identity by redesigning the logo where I introduced a refined single-petal rose icon and creating a gold-plated wordmark to strengthen the luxury perception. I also created a premium hero carousel, integrated high-credibility social proof, and improved product imagery to communicate craftsmanship. The product page layout was restructured for clarity and persuasion, with strengthened trust indicators, optimized ATC placement, and CRO-optimized messaging.

My Role

Handled UI/UX design, visual direction, imagery prep, CRO improvements, and copy refinement for this one-time redesign project.

Design Process & Execution

For me to approach this project strategically, I followed a structured process that balanced luxury aesthetics with conversion optimization:

Research & Discovery: Reviewed luxury e-commerce standards, competitor patterns, and CRO best practices.

Visual & Brand Direction: Redesigned the logo with a single-petal rose and gold-plated wordmark; defined a premium color palette and typography system.

Hero & Product Page Design: Created a hero carousel with curated imagery and messaging; restructured product page layout for clarity, trust, and persuasion.

CRO Integration: Added social proof, urgency cues, and optimized ATC placement while maintaining the luxury feel.

Execution: Prepared imagery, refined copy, applied responsive layouts, and delivered high-fidelity designs for the one-time project and A/B testing.

For me to approach this project strategically, I followed a structured process that balanced luxury aesthetics with conversion optimization:

Research & Discovery: Reviewed luxury e-commerce standards, competitor patterns, and CRO best practices.

Visual & Brand Direction: Redesigned the logo with a single-petal rose and gold-plated wordmark; defined a premium color palette and typography system.

Hero & Product Page Design: Created a hero carousel with curated imagery and messaging; restructured product page layout for clarity, trust, and persuasion.

CRO Integration: Added social proof, urgency cues, and optimized ATC placement while maintaining the luxury feel.

Execution: Prepared imagery, refined copy, applied responsive layouts, and delivered high-fidelity designs for the one-time project and A/B testing.

View in Figma

Project Status

The redesigned hero and product page have been implemented and are currently undergoing A/B testing. Initial feedback on the design and layout has been positive, and results are being monitored to inform future optimizations.

Logo and Imagery

Next Steps

Moving forward, the project can be further optimized to maximize conversions and strengthen the luxury experience. Recommended next steps include:

Analyze A/B testing results to identify the most impactful design and messaging elements.

Iterate on hero carousel imagery and copy based on performance data.

Expand CRO enhancements deeper into the product page and related sections.

Test bundling or cross-sell strategies to increase average order value.

Refine mobile layouts and responsive behavior for optimal user experience.

Explore additional social proof integration, such as user-generated content or review highlights.

By following these steps, the design can continue evolving to meet both business goals and user expectations while maintaining a premium, luxurious aesthetic.