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BLUENILE.COM
PROJECT
Website Rebrand
ROLE
Senior Art Director
Credits
Tessa Neimer (Production Design), Virginia Bunker (Content Direction), Nathaniel Hoe (Copy), Elizabeth Rudge (On-Figure Photography), Brian Weiss (Product Photography), Christopher Harrell (Video), John Birdseye (Retouching)
I co-directed a comprehensive mobile-first site refresh alongside UX and Marketing leadership with weekly peer review through completion.
I redesigned the homepage and key landing pages for Diamonds, Wedding Rings, Engagement Rings and Jewelry, shooting new e-comm photography and incorporating a trend-forward editorial component to the wireframe. Product category features and improved site navigation were added to deliver a more intuitive, user-centric online shopping experience.
By leveraging A/B testing, SEO strategies, and analytics, we collaboratively optimized performance, enhanced the customer journey, and helped reposition Blue Nile as a premium online jeweler in a competitive market.
