Jessie Sun

David Yurman Digital User Experience

PROJECT OVERVIEW
PROJECT OVERVIEW

Customer journey work at David Yurman, from an internal knowledge platform to the wedding collection flow and the moment after checkout.

PROJECT TYPE
PROJECT TYPE

UX/UI · Digital Experience

YEAR
YEAR

2023

MY ROLE
MY ROLE

Art Director

CLIENT
CLIENT

David Yurman

An Internal Collections & Heritage Hub

DY Wiki: Internal Knowledge Platform

Product and heritage knowledge lived in people, not in one place. Employees lost hours tracking down answers, new hires faced steep curves, and the same question could return three different responses. The ask was a simple hub; the problem was bigger. I interviewed teams across the company, worked with copywriters and content managers to define what a single source of truth actually needed, then designed the platform around search and filters rather than browsing. Detail pages hold everything a collection needs: copy, quotes, campaign assets, and design documentation. I scoped the build with developers through initial development.

Product and heritage knowledge lived in people, not in one place. Employees lost hours tracking down answers, new hires faced steep curves, and the same question could return three different responses. The ask was a simple hub; the problem was bigger. I interviewed teams across the company, worked with copywriters and content managers to define what a single source of truth actually needed, then designed the platform around search and filters rather than browsing. Detail pages hold everything a collection needs: copy, quotes, campaign assets, and design documentation. I scoped the build with developers through initial development.

Structure First

Information Architecture

Search, filters, and detail pages mapped before a single screen was designed.

Search, filters, and detail pages mapped before a single screen was designed.

Who It's For

Three Users, Three Needs

The long-time employee who needs speed. The new hire who needs orientation. The sales associate who needs answers mid-conversation.

The long-time employee who needs speed. The new hire who needs orientation. The sales associate who needs answers mid-conversation.

Good Structure Is Invisible

Good Structure Is Invisible
From Internal Tools to the Customer Journey

From Internal Tools to the Customer Journey

From Internal Tools to the Customer Journey

The same thinking applied outward: an internal platform, then a shoppable journey, then everything that happens after the purchase.

The same thinking applied outward: an internal platform, then a shoppable journey, then everything that happens after the purchase.

David Yurman Wedding Experience

Designing a Digital Wedding Journey for David Yurman

Reimagining David Yurman's engagement and wedding collection through creative concepting, customer journey strategy, and ecommerce experience design. Role: Concept Development · Research · Experience Design · Art Direction · Post Production · QA https://www.davidyurman.com/wedding.html

Reimagining David Yurman's engagement and wedding collection through creative concepting, customer journey strategy, and ecommerce experience design. Role: Concept Development · Research · Experience Design · Art Direction · Post Production · QA https://www.davidyurman.com/wedding.html

EXPERIENCE UPDATE

Creating a clearer wedding journey

Redesigned the experience to help customers explore engagement rings, wedding bands, and bridal jewelry with greater clarity and confidence.

Redesigned the experience to help customers explore engagement rings, wedding bands, and bridal jewelry with greater clarity and confidence.

UX STRATEGY & SITE ARCHITECTURE

Balancing emotion, guidance, and discovery

Created a connected journey that combined storytelling, education, and product discovery across shoppable and non-shoppable experiences.

Created a connected journey that combined storytelling, education, and product discovery across shoppable and non-shoppable experiences.

The CONCEPT

Translating emotion into a visual language

Rather than focusing solely on products, the creative direction explored themes of lightness, movement, and connection. Inspired by the feeling of being in love, the visual concept introduced soft materials, airy compositions, and elevated product storytelling to create a more memorable wedding journey.

Rather than focusing solely on products, the creative direction explored themes of lightness, movement, and connection. Inspired by the feeling of being in love, the visual concept introduced soft materials, airy compositions, and elevated product storytelling to create a more memorable wedding journey.

After Checkout, Not the End

Post-Purchase Program: Physical to Digital

Every purchase, online or in store, came with a printed thank-you card carrying a QR code, turning a physical moment into a digital one. I designed the landing experience mobile-first, where the traffic actually was: the brand story, care guidance for metals and gemstones, and a customer care service that had been buried on the site. A desktop version followed for email traffic. Alongside it, I helped build a lapse prevention email strategy, so the relationship kept going long after the box was opened.

Other Projects

Other Projects

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Sulwhasoo Ginseng Collection

360° Creative Direction

Sulwhasoo First Care Collection

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