Kendra Scott Design Project
Kendra Scott is a women-led jewelry company that values family, fashion, and philanthropy.
Roles: Product Designer & Researcher
Challenge
Customization in the jewelry industry allows for the development of a personal experience with one's jewelry. Design a jewelry piece which is marketable towards the Kendra Scott consumer while considering the theme of personalization to encompass both the jewelry and the purchasing experience.
Consumer Research
We created a survey to obtain general demographic information and customer preference data, and conduced a focus group with 5 participants to understand how to bring in new customers to Kendra Scott through creating designs that bring value to the participants.
- Varying age groups
- Average technical skills
- Primary shoppers
- Mix of in-store and digital customers
Key Findings
Competitive Analysis
We chose to compare Kendra Scott Jewelry to 3 other brands: Pandora, James Avery, and Mejuri as they are popular options among this customer group.
Design & Prototyping
Ideation Sketches
These are rough sketches for brainstorming jewelry designs
Mood Board
We were inspired by light shining through iridescent stones, specifically drawn to the everchanging features of light when reflected in jewelry
Final Sketches and Line Architecture
Our designs are mainly customizable through the Kendra Scott colorbar which allows for customers to choose their own stone colors when the jewelry is created. This aligns with our consumer reseearch as participants were most interested in color customization. Our participants also favored lower prices (under $70) with a gold finish, which requires gold plating material. Some pieces are in gold vermeil for engraving purposes as an extra step in customization.
3D Prototypes
We prototyped our designs in Fusion360 and 3D printed them to test the scaling of our products along with their "look and feel" as 3D models.
Final 5 Designs
These are our final designs submitted to the Kendra Scott team for review.
Social Media & Product Launch
Chosen Piece
After conversing with the Kendra Scott designers, they chose our asymmetrical drop earring which was revised into the Senna design due to feasibility concerns for the original design. The remodeled earring now encompasses the iconic "Danielle" shape which better aligns with Kendra Scott's image.
Social Media Inspiration
Social Media Channels
Customer Experience
We connected standard aura colors to Kendra Scott stones that are available at the color bar so that customers can easily connect with a certain stone and customize their jewelry with it
The highlight for the Senna earring launch party would be Aura Photography where your aura is captured using electical sensors and translated into color. Kendra Scott consumers will be able to take home both their new jewelry piece and a matching photograph with their aura and stone color.
The custom aura quiz is available for those who cannot attend the event in-person and for future use as customers can continue to build their realtionship with jewelry through their aura
The Snapchat filter is available for those unable to attend in-person and can be used to further boost social media recognition