JAXXON sells men's gold chains online. I led the UX and UI redesign of the site, with their creative designer, and started by talking to the people who buy them.

Role
Lead UI/UX Designer
Team
With JAXXON's creative designer
Brand
JAXXON, a Digital Fuel Capital company
Timeline
2023 – 2024
JAXXON

+45%Net sales, YoY

A JAXXON gold Cuban link chain in its black box, on white marble

Redesigning JAXXON.com

Leading the redesign with empathy.

The product page, the navigation and the chain quiz, redesigned end to end so a chain reads on a screen the way it does in the box: its weight, its detail, its shine.

  • Product page
  • Navigation & quiz
  • Packaging, before the sale
The JAXXON product page on a phone: the chain in its box, on marble

JAXXON knew its customers as rows in a spreadsheet.

Seven conversations, three questions each.

5 VIPs, 2 prospective

Customers, as the dashboards had them

OrderSKUAOVSourceOrders
#48211CUBAN-5MM-G$119Paid social3
#48304ROPE-3MM-G$149Podcast1
#48377CUBAN-5MM-G$258Organic2
#48402CUBAN-8MM-G$249Referral4
#48455CUBAN-5MM-S$119Paid social1
#48519ROPE-3MM-G$149Direct2
#48560CUBAN-5MM-G$119Organic1

Illustrative rows

  1. 01Why do you buy?
  2. 02Who are you?
  3. 03What do you think of JAXXON?

How I listened

Everything that sold them was something they could see or hold.

In a store you pick the chain up. Our customers were finding that feeling anyway, in photos, in reviews, in the box after paying.

How might we make a screen feel like holding the chain?

Finding

Two front doors instead of one.

Answers: 3 of 7 didn't know which chain they wanted

  • A tested Shop / Discover navigation. Shop for people who know, Discover for people who don't.
  • The chain quiz, rebuilt to guide rather than filter.
  1. Old: One nav for everyone.

    OldOne nav for everyone.

  2. Placeholder

    Concept 1Placeholder.

  3. Placeholder

    Concept 2Placeholder.

  4. Final: Shop / Discover, tested.

    FinalShop / Discover, tested.

Deciding

The product page became the store.

Answers: 7 of 7 researched first · 6 of 7 bought to look better

  • The chain first, big, in its box.
  • What it's made of, written on the piece.
  • Our price beside traditional retail.
  • The chain on a desk, by candlelight, on a neck.
  • The athletes and the community's reviews on the page, so nobody leaves to check.
  1. Old: The 2023 page.

    OldThe 2023 page.

  2. Placeholder

    Concept 1Placeholder.

  3. Placeholder

    Concept 2Placeholder.

  4. Final: The chain first, on marble.

    FinalThe chain first, on marble.

#1 Best Seller

4.6 (18,203 Reviews)

Cuban Link Chain - 5mm

Color: Gold

$119

Length: 22 in Most Popular

  • 20”
  • 22”
  • 24”
  • 26”

Not sure which size to get? See how they fit ›

Add to Cart

  • Free Shipping on Every Order
  • Get it as early as Mon, December 2
  • 30-Day Returns Until January 14

01. Fair Pricing

To bring luxury within reach, we've built relationships with some of the world's top jewelers from Los Angeles to Italy to sell directly to you.

Made in
Northern Italy
Weight
28 - 33 grams
Material
14K Gold-Bonded

01WeightThe chain first, on its own, in its box. As big as it is in your hand.

02DetailWhat it's made of, written onto the piece itself. Not a spec table.

03LightThen out of the box: on a desk, by candlelight, on a neck.

After, moved earlier

The best part of the brand, before the sale.

Answers: 7 of 7 brought up the packaging

  • The box on the product page: the part of the brand everyone loved, before the sale instead of after.
  1. Placeholder

    OldPlaceholder.

  2. Placeholder

    Concept 1Placeholder.

  3. Placeholder

    Concept 2Placeholder.

  4. Final: The box, on the page.

    FinalThe box, on the page.

What happened

+45% net sales, one year on.

May ’23 vs. ’24 (YoY)

The JAXXON site in 2023
2023
The JAXXON site in 2024
2024

Three things the research pointed at that we didn't get to.

  1. To come

    Covie writes this one.

  2. To come

    Covie writes this one.

  3. To come

    Covie writes this one.