ZeeVar

AI-powered journey to discover, design, and share the perfect engagement ring.

#Product Design

My Role

Co-Founder, UX Lead — Interaction Design, Visual Design, User Flows, Rapid Prototyping

Team

Ali Khorasani as Co-founder and Project Manager

Scope

Responsive website

Timeline

6 months

Zeevar leverages AI-assisted jewelry design to simplify the engagement ring buying process, making it faster, more efficient, and enjoyable. The platform addresses decision fatigue and lack of guidance by offering an AI-powered studio for jewelers to refine designs and an interactive app for customers to co-create their dream ring with real-time AI suggestions. This streamlined, personalized approach enhances decision-making and improves the customer-jeweler experience.

Zeevar is an AI-assisted platform redefining engagement ring shopping through continuous customer discovery. Using market analysis, user studies, and competitor research, we refine the experience at every stage. By studying trends, user behaviors, and existing models, we craft a seamless, personalized journey—offering AI-powered recommendations, high-quality renderings, and in-depth style education.

Highlights

Continious Product Discovery

This project includes various phases of product and customer discovery, incorporating a series of interviews at each stage to refine the product and define its target users.

AI: A Tool for Solutions, Not the Solution

During product discovery, we learned that AI should enhance, not define, the design process. By prioritizing user needs, pain points, and behaviors, we ensure AI serves a meaningful purpose in solving real problems.

Prioritizing Information for a Simplified, Intuitive, and User-Centric Zeevar UI

Zeevar streamlines engagement ring shopping by structuring the UI around user flows and decision-making behavior. With progressive disclosure, clear navigation, and AI-assisted recommendations, it presents key details—styles, materials, pricing, and customization—at the right moments, reducing cognitive load and ensuring a seamless, stress-free experience.

The Background

How did it start?

It started with a phone call discussing AI-assisted designs and exploring how AI could enhance the jewelry design process.

What was the goal?

Our goal evolved from using AI for efficient jewelry design to streamlining the entire engagement ring journey, making it faster, more intuitive, and enjoyable with an all-in-one solution.

Choosing an engagement ring is overwhelming, with countless options, lack of guidance, and complex pricing, leading to decision fatigue, frustration, and delayed purchases. Zeevar solves this by integrating AI-powered tools, including a studio for jewelers to refine designs and an interactive app for customers to co-create their dream ring with real-time AI suggestions. This streamlined, personalized approach makes the buying process faster, more efficient, and enjoyable while enhancing the customer-jeweler experience.

The Problem

Choosing an engagement ring is overwhelming, with countless options, lack of guidance, and complex pricing. Traditional stores and online platforms offer extensive catalogs but lack intuitive decision-making tools, making the process daunting rather than exciting.

The Consequence

This leads to decision fatigue, frustration, and delayed purchases, often resulting in dissatisfaction with the final choice. Jewelers also struggle to engage customers efficiently, limiting customization opportunities.

The Soloution

Assumption 1: AI Studio for Jewelry Designers – A specialized AI-powered tool within Zeevar to help professional jewelers design, refine, and render high-quality engagement rings with real-time adjustments and material simulations.

Assumption 2: AI-Powered Design App for Customers – A user-friendly app enabling customers to actively design their rings, selecting styles, stones, and materials while receiving real-time AI suggestions before finalizing with a jeweler.

The Research

Zeevar targets the engagement ring market, the largest and most profitable segment in the $73.32 billion U.S. jewelry industry. By focusing on engagement rings first, Zeevar can validate its AI-assisted design concept, refine personalization and recommendations, and establish credibility before expanding into other jewelry categories, ensuring a strong and scalable launch.

Market Research

Next, we delved into research, exploring the market through web analysis and industry reports. The U.S. jewelry market is substantial, with engagement rings representing a significant segment. In 2023, the U.S. jewelry market was valued at approximately $73.32 billion, with rings accounting for about 43% of the market share.

Let's zoom more

We chose Engagement as minimum viable product.The engagement ring segment is the largest and most profitable in the U.S. jewelry market, with high demand, emotional significance, and a well-defined customer journey.

By focusing on engagement rings first, ZeeVar can Validate the AI-assisted design concept in a high-value market.

Assumed Value Propositions for Zeevar’s AI-Assisted Engagement Ring Design

At the start, Zeevar aimed to:

Personalize recommendations – AI suggests rings based on user preferences.

Personalize recommendations

Streamline customization – Users easily design and visualize their rings.

Streamline customization

Speed up decision-making – AI simplifies search, reducing shopping time.

Speed up decision-making

Enhance confidence – High-quality AI renderings provide clear visuals.

Enhance confidence

Educate first-time buyers – Guidance on styles, materials, and pricing.

Educate first-time buyers

Bridge customers & jewelers – AI translates ideas into production-ready specs.

Bridge customers & jewelers

Ensure budget transparency – AI suggests the best options within a set budget.

Ensure budget transparency

CompetitorAnalysis

Looking at other competitors

We analyzed Brilliant Earth, Blue Nile, James Allen, and Etsy to identify market gaps, user expectations, and competitor weaknesses. Our SWOT analysis highlighted opportunities in customization, trust, and ethical sourcing, shaping Zeevar’s UX, pricing, and business strategy for a differentiated, seamless experience.

What did we learn from the Competitor analysis?

• Brilliant Earth excels in ethically sourced diamonds and sustainability, but its higher prices and complex UI limit accessibility.

• Blue Nile offers competitive pricing and a large selection, yet lacks user-friendly customization tools and strong ethical messaging.

• James Allen leads in 360-degree diamond viewing and customer trust, but its overwhelming selection and weaker sustainability focus present challenges.

• Etsy provides unique, artisanal rings, but suffers from inconsistent quality, lack of standardized viewing tools, and limited educational resources.

Key Opportunities for ZeeVar

• Enhance customization tools for a smoother design experience.

• Strengthen ethical sourcing transparency to align with growing buyer preferences.

• Improve user interface and guidance to simplify decision-making.

Starting to look around us to find our customers

To gather insights on the engagement ring shopping experience, Zeevar's interviews will target three key groups:

High-Income Buyers – Professionals and executives who see jewelry as a status symbol or investment.
Fashion & Jewelry Enthusiasts – Trend-conscious buyers who value unique, customizable designs.
Recent & Prospective Buyers – Those who have recently purchased or are actively searching for an engagement ring.

We’ll also consider generational preferences, from Millennials’ focus on personalization to Gen Z’s demand for unique, ethical designs and Boomers’ preference for high-end investments. These insights will refine Zeevar’s AI-assisted shopping experience.

To gather insights on the engagement ring shopping experience, Zeevar's interviews will target three key groups:

High-Income Buyers – Professionals and executives who see jewelry as a status symbol or investment.
Fashion & Jewelry Enthusiasts – Trend-conscious buyers who value unique, customizable designs.
Recent & Prospective Buyers – Those who have recently purchased or are actively searching for an engagement ring.

We’ll also consider generational preferences, from Millennials’ focus on personalization to Gen Z’s demand for unique, ethical designs and Boomers’ preference for high-end investments. These insights will refine Zeevar’s AI-assisted shopping experience.

To gather insights on the engagement ring shopping experience, Zeevar's interviews will target three key groups:

High-Income Buyers – Professionals and executives who see jewelry as a status symbol or investment.
Fashion & Jewelry Enthusiasts – Trend-conscious buyers who value unique, customizable designs.
Recent & Prospective Buyers – Those who have recently purchased or are actively searching for an engagement ring.

We’ll also consider generational preferences, from Millennials’ focus on personalization to Gen Z’s demand for unique, ethical designs and Boomers’ preference for high-end investments. These insights will refine Zeevar’s AI-assisted shopping experience.

To gather insights on the engagement ring shopping experience, Zeevar's interviews will target three key groups:

High-Income Buyers – Professionals and executives who see jewelry as a status symbol or investment.
Fashion & Jewelry Enthusiasts – Trend-conscious buyers who value unique, customizable designs.
Recent & Prospective Buyers – Those who have recently purchased or are actively searching for an engagement ring.

What did we learn from the Initial customer discover interview?

Zeevar’s interviews uncovered key buyer challenges: choice overload, trust issues, and customization limitations. Customers value ethical sourcing, transparency, and intuitive design tools. Participants varied from jewelers to customers.

Insights

User Journey based on the interview result

Assumption 1

Assume and test

We anticipate that interviews will frequently reveal that the customization process is typically handled by jewelry designers or shops, who create renderings and images before finalizing the engagement ring. Based on this, we assume that jewelry designers and shops could be potential users of Zeevar. This insight leads us to explore a business-to-business (B2B) model, where Zeevar could offer tools to streamline the customization process for designers and retailers.

Assumption 1 focuses on the Decision & Customization and Purchase & Finalization stages of the user flow, where users work closely with designers or jewelers to refine their ring choices and commit to a purchase. By integrating Zeevar’s AI-assisted tools, we aim to enhance visualization, improve communication between buyers and designers, and simplify the final decision-making process.

Let's test it

Based on this assumption, we began our survey by speaking with a range of shops that sell or design engagement rings in San Francisco and Santa Fe. Early in the process, we realized that many people were unfamiliar with our concept, making it difficult to gather meaningful insights. To address this, we created a demo of a possible product, Zeevar Studio , to showcase to designers and sales associates. This helped facilitate conversations, allowing us to better explain our vision and collect valuable feedback.

Zeevar identified that customization is primarily handled by jewelry designers and shops, leading to a potential B2B model. To enhance visualization, communication, and decision-making, Zeevar developed Zeevar Studio, an AI-assisted tool for designers. A demo product was created to facilitate discussions, gather feedback, and refine the solution.

Key Insights after Interview 2

Assumption failed what we learned…

Initial assumptions failed as 83% of designers and salespeople prefer sketching designs or rely on customers to express preferences. The real challenge lies with customers struggling to articulate their vision, leading to decision fatigue and lack of confidence. This insight shifted Zeevar’s focus to solving user problems first—helping buyers refine their preferences, explore options, and communicate more effectively before involving a designer.

AI as a tool, Not the solution - A Realization

Additionally, we realized AI is a tool, not the solution. Instead of forcing AI into the process, we prioritized user behaviors, decision-making struggles, and communication gaps, using AI strategically for recommendations, visualization, and enhanced collaboration between users and designers.

What is Next?

With this understanding, we moved on to our second assumption, focusing on how AI can support customer decision-making and improve engagement ring customization without replacing the role of designers.

Assumption 2

Rerouting…

Assumption 2 considers engagement ring buyers as the primary users of ZeeVar. To validate this, we conducted a new round of interviews with individuals who had recently gone through the engagement ring shopping experience or were currently in the process.

Interview 3

Interview 3 revealed that buyers struggle with trust, decision-making, and visualization, emphasizing the need for clear pricing, expert support, social validation, and 3D/AR tools to enhance confidence and streamline the shopping experience.

Interview results provided a more detailed understanding of the engagement ring shopping journey, highlighting key pain points and opportunities for the concept to streamline the process, enhance efficiency, and create a sustainable business cycle for growth.

Key Insights from Interview 3

Engagement Ring Shopping Journey

• Buyers experience challenges in decision-making, trust, and customization.

• Many rely on research, recommendations, and shop visits to gain confidence.

Trust & Confidence

• Users struggle with unclear pricing, credibility concerns, and trust in jewelers.

• They seek social validation, in-person support, and online reviews before making a purchase.

Decision Support

• Customers look for feedback loops, expert guidance, and personalized recommendations.

• Sharing options with friends/family is crucial for confidence before purchasing.

Design & Customization

• Buyers want unique designs, ethical sourcing, and material selection transparency.

• Complex filtering and interface expectations affect their experience.

Visualization Needs

• 3D modeling, AR, and VR tools could help customers better visualize their rings.

• Users find it difficult to picture the final product without interactive previews.

Define

A User journey

We identified that the biggest user pain points stem from the back-and-forth cycle between design and research. To create a more refined solution, we left out the purchase phase and focused on helping users define preferences, visualize options, and refine their designs. By streamlining these stages, we aim to make the process more efficient, user-friendly, and empowering for buyers while improving collaboration with designers.

Awareness

Emotions: Curious, Excited, Slightly Overwhelmed

Pain: Overwhelmed by vast information, unsure where to start

Consideration

Emotions: Determined but unsure

Pain: Confused by inconsistent categorizatiob, unclear pricing

Decision

Emotions: Anxious, Frustrtated

Pain: Limited visualization, Uncertainty in customization

Purchase

Emotions: Relieved but still hesitant

Pain: Unsure how ring will look in real life, commitment anxiety

Simplifying the process

Our research revealed that most user pain points occur in the back-and-forth between research and design, where users struggle to define preferences, visualize options, and communicate ideas to designers. To simplify the user journey and focus on core pain points, we intentionally left out the purchase stage and prioritized search and design. This allows ZeeVar to create a seamless, intuitive experience that supports confident decision-making before moving forward with a jeweler.

Ideate

Existing User flow

The existing user flow for purchasing an engagement ring on Brilliant Earth starts with a Google search or ad click, leading users to explore pre-designed rings, custom tools, and filters for price, metal, shape, and ethical sourcing. The process involves multiple decision points, product views, and customization steps, often requiring guidance, social validation, or in-person visits before checkout.

Existing User flow

They refine their choices using filters for price, metal, diamond shape, and ethical sourcing, engaging with high-quality visuals and certification details. Understanding this flow helps identify opportunities to enhance Zeevar UI by simplifying the selection process, improving ring visualization, and offering a seamless, confidence-inspiring purchasing experience.

How it was

Traditional engagement ring shopping is overwhelming and complex, with users struggling to navigate options, visualize designs, and make confident decisions.

How it is going to be with ZeeVar

Zeevar simplifies this by introducing a guided, step-by-step experience, where AI assists with search, recommendations, and filters. Progressive information disclosure, 3D visualization, and social sharing enhance confidence, making the journey seamless, personalized, and stress-free.

Suggesting User flow for Zeevar

Zeevar enhances the engagement ring shopping experience with a structured, step-by-step approach, preventing user overwhelm and ensuring a seamless, intuitive journey. Information is revealed progressively, keeping users engaged. An AI virtual assistant supports every stage by providing relevant details, adjusting filters, and answering questions, enabling confident decision-making. The flow integrates saving, sharing, exporting 3D views, and collaboration with jewelers, with future plans for in-app shop recommendations based on user preferences.

Existing User flow

AI will function as a virtual assistant at every stage, providing relevant information, enabling users to activate and adjust filters, and answering any questions they may have. This ensures a seamless, interactive experience that supports confident decision-making and a smoother purchasing journey.

Design

Grid Study

ZeeVar’s grid study analyzed how engagement rings are presented online, leading to a dynamic, responsive design that adapts to different screen sizes. Users can switch between a detailed view and comparison mode, enabling side-by-side ring evaluation. The AI assistant is integrated across devices, appearing as a floating icon on mobile and a dedicated column on desktop for seamless accessibility.

Mobile first design approach

Since most users browse on mobile devices, a mobile-first approach was prioritized, ensuring an optimized intuitive interface, scalable elements, and seamless navigation. As screen size increases, the layout expands dynamically, offering additional filtering, structured displays, and a more immersive experience for desktop users.

(1025px – 1366px) Grid Study

≤ 480px - Search

≤ 480px - Save

≤ 480px - Design

(1025px – 1366px) Save

(1025px – 1366px) Search

(1025px – 1366px) Design

(1025px – 1366px) Design with expanded tools options

Design exactly as you imaging

ZeeVar enhances engagement ring customization by breaking designs into three key components—gem, band, and setting—giving users more control and flexibility. The visual filtering feature lets users upload images, extract design elements, and seamlessly blend them with existing options, bridging the gap between imagination and reality. This advanced tool ensures an intuitive, interactive, and highly personalized shopping experience.

A slide-up panel for AI

To optimize usability, the AI assistant adapts to different screen sizes, appearing as a collapsible slide-up panel on mobile for better product visibility and a dedicated column on larger screens for seamless multitasking, ensuring a smooth and immersive shopping experience.

Test

Optimizing the User Flow for Instant Engagement

ZeeVar initially required users to sign in before accessing the platform, leading to high drop-off rates. To improve engagement, we moved the design feature to the first screen, allowing immediate interaction with rings. This shift captures attention early, making the experience more rewarding while letting onboarding happen naturally when users want to save or share their designs, ensuring a seamless and intuitive journey.

Initially, Zeevar required users to sign in before accessing the platform, with the design feature placed at the end of the flow. However, after testing the prototype, we found that this approach led to high drop-off rates—many users either closed the page or abandoned the process because it took longer than they expected. They weren’t willing to go through onboarding before seeing rings, as their primary goal was immediate exploration.To enhance engagement, we moved the design feature to the first screen, allowing users to interact with rings the moment they land on the site. This immediate access captures attention, making the experience more rewarding from the start. Instead of forcing sign-up upfront, onboarding now happens naturally when users want to save or share their designs, ensuring a seamless and intuitive journey that keeps them engaged without unnecessary friction.

Before Testing

Landing Page

Ring Exploration

Customize $

Design

Save &

After Testing

Landing Page

Immediate Design Access

Ring Exploration

Exploration & Inspiration

Save & Share

Reflection

Ongoing Test

The Zeevar prototype undergoes continuous testing, refining the experience through user feedback. The next phase involves live testing to analyze real user interactions, identify engagement patterns, and pinpoint drop-off points for optimization.

So much to learn

This project reinforced the value of iterative design and real user insights, emphasizing how collaborating closely with engineers and developers in an agile workflow allows for rapid iterations and seamless integration of user feedback. By balancing aesthetics with functionality, I ensured a scalable, user-centered design that evolves based on real-world interactions. I am excited to continue learning more about AI and exploring how it can further enhance user experiences.

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