Signet

Strategic Opportunity

Jewelry personalization gives customers a way to create something deeply personal, but the complexity of configuring a piece can make the buying experience difficult to navigate—especially on a phone.

Signet needed a flexible jewelry configurator that could support a broad range of products across its global portfolio of brands, alongside a dedicated engagement ring builder featuring Neil Lane. The opportunity was to make complex customization intuitive while preserving the emotional experience of choosing jewelry.

Mobile was central to the challenge. Existing experiences did not make the full range of options and configurations available on a phone, limiting customers’ ability to explore, personalize, and purchase wherever they were.

Approach

As Creative Director, I led the experience and creative direction for a jewelry configurator and Neil Lane engagement ring builder, bringing together product complexity, brand expression, and responsive interaction design.

The work required a shared foundation that could accommodate different jewelry products, configuration options, and brand identities. We approached personalization as a guided experience, helping customers move through their choices without needing to understand the underlying complexity of the product catalog.

For the Neil Lane engagement ring builder, the experience also needed to balance practical decision-making with the significance of the purchase. The design brought structure to the selection process while giving the collection and the customer’s personal choices room to lead.

Across both initiatives, responsive behavior was a foundational requirement. We designed the configuration experience to remain fully functional across desktop, tablet, and mobile, carrying the depth of customization into a smaller screen without sacrificing usability.

Outcome

The work established a flexible jewelry personalization experience designed to serve multiple brands and product types, alongside a dedicated Neil Lane engagement ring builder.

Customers could access complex configuration options across devices, addressing a significant limitation of the previous mobile experience. The shared approach created a foundation for extending personalization across Signet’s brands while supporting distinct brand expression.

The business opportunity was to make more of the jewelry selection and purchase journey possible on mobile, supporting a channel that had previously constrained personalization and future growth.