Six Ice

Client: Six Ice – Canadian jewelry brand, inspired by hip-hop culture, targeting
young men with bold, aspirational style.
Role: Product Designer (UI/UX & Brand Strategy)
Goal: Redesign the outdated e-commerce website by establishing a cohesive brand identity, improving user experience, boosting SEO, and increasing conversions.

Team
Designer

My Role
Product Designer

Duration
6 Months

Online jewelry store homepage featuring a dark banner with a shirtless man wearing chains and rings, promotion for May Day sale, sections for bracelets and chains, and navigation menu with categories for men, women, and brand.

The Challenge

The original Six Ice website suffered from several issues:

  • Outdated visuals and clunky navigation.

  • Distracting pop-ups and banners that pulled attention away from products.

  • Weak product photography that didn’t capture the jewelry’s appeal.

  • Poor SEO performance (high bounce rate, low conversions).

  • A mismatch between the brand’s bold persona and the site’s uninspired design.

The CEO wanted a new site that would feel confident, masculine, elegant, and culturally aligned with its audience — young, fast-paced consumers familiar with modern e-commerce platforms like Amazon and ASOS.

Collage of website screens showing jewelry products, blog articles, and promotional messages, with images of people wearing jewelry and text promoting gift cards and shopping offers.
Online men's jewelry store homepage featuring men with jewelry, necklaces, a cross pendant, and bracelets.

My Approach

 Discovery & Research

  • Conducted workshops with the CEO and SEO team to clarify business and brand goals.

  • Analyzed Google Analytics data, identifying high bounce rates, poor engagement, and low lead times.

  • Reviewed competitors in the hip-hop-inspired jewelry space to benchmark design language.

  • Defined the core persona: young, fast-living, trend-driven men who value confidence, speed, and cultural relevance.

Screenshot of a jewelry company's blog homepage showing a person wearing chains, with a navigation bar, search bar, and images of people wearing jewelry.

UX & SEO Enhancements

  • Streamlined product pages: prioritized descriptions, price, size guides, while removing clutter and intrusive pop-ups.

  • Designed a product customization feature: engraving + 3D preview for trust and personalization.

  • Embedded SEO-focused content: brand story, style tips, keyword-rich copy to boost discoverability.

  • Simplified layouts for a younger, faster audience who expect seamless flows and minimal distractions.

Design Strategy

  • Crafted a bold, product-first aesthetic that elevated jewelry photography and created a recognizable visual identity.

  • Directed a new product shoot and hero video to reflect the aspirational lifestyle.

  • Reorganized navigation: separated men/women flows, introduced “Bestsellers” and “New Drops” to highlight trends.

  • Introduced a fast add-to-basket flow → users could add products directly from listing pages without extra clicks, reducing friction and aligning with fast-shopping habits.

  • Designed a dedicated Instagram grid showcasing user-generated content from the brand’s 1.1M followers — shoppable posts linked directly to products.

The image shows a webpage with jewelry items at the top, including a silver chain, gold hoop earrings, a silver chain, and a gold ring. Below are logos of Yahoo, Men's Journal, Forbes, US, and VENTS. The lower section contains a social media feed with six photos of young people with jewelry, fashion, and casual streetwear styles.

Design & Features I Delivered

  • High-level wireframes for homepage, product flows, and Instagram integration.

  • Contemporary design system that reflected the brand’s bold and masculine style.

  • Fast add-to-basket interaction, reducing purchase friction.

  • Customization flow for engraving and 3D product previews.

  • SEO-friendly layouts, balancing storytelling with technical optimization.

Online jewelry store webpage featuring a 3D model of a man's bust showcasing a diamond prong Cuban chain, with options to customize, like, and add the item to the cart.
Webpage featuring a black header with email sign-up, an image of a person crafting jewelry, customer reviews, and contact information.
Mobile shopping app displaying jewelry items in the cart and product detail pages.
Web page showcasing a Diamond Prong Cuban Chain necklace, priced at £200, with options for size, material, and color, and product details about the chain.

Impact

SEO improvements: lower bounce rates, better keyword performance, improved rankings.

Enhanced brand perception: created a bold, aspirational identity aligned with target customers.

Streamlined shopping journey: fewer clicks, faster checkout, higher likelihood of conversion.

Engagement boost: shoppable Instagram integration leveraged the brand’s strong social presence.

Stakeholder satisfaction: CEO praised the design for capturing both the brand vision and customer needs.

Reflectiont

This project reinforced that UI/UX design is about far more than visuals. By blending user research, brand strategy, and technical SEO, I delivered a redesign that not only looked better but also performed better.

The fast add-to-basket flow was a direct response to understanding the persona — young users with fast shopping habits. Similarly, features like product customization and social integration built trust and engagement.

For me, the biggest takeaway was how a designer can become a strategic partner: shaping brand direction, improving conversion flows, and guiding both technical and creative decisions.