Goldbug
Accessible precious metals
e-commerce platform.
Project Overview
Challenge - Adding shine to an industry lacking luster
When doing research into diversifying my personal asset mix and to invest in gold, I noticed the top precious metal websites in the industry were rather outdated with high information density.
Popular precious metals platforms like JM Bullion or LRC Coin have very dated interface designs, that may work for an older target audience but less intuitive for younger users in the 30 – 45 age range.
Many competitor pages are also dense with information, leading to a cluttered user experience. Key details are often buried in text with little visual hierarchy, which can make thing difficult especially for older users.
Solution - Modernize design & simplify presentation
The focus for this project was identifying areas of improvement, particularly in terms of modern design, information presentation, and inclusivity for younger investors.
After a quick brand design, a clean, modern design with a minimal black and white color palette was used to allow the various colors and designs of precious metals and collectibles to shine.
Tabs were chosen to organize content and collections and simplify on-page navigation. Reduction of duplicate navigation items to streamline experience.
Duplicate navigation items on page, top bar and menu ( JM Buillion homepage-above )
Cluttered homepage layouts without clear user flow
Approach
Research indicates underserved households often prioritize status-driven spending but face lower rates of financial investment ownership, such as stocks, bonds, and mutual funds, limiting wealth-building opportunities. Dolla aims to address existing gaps by tackling these behavioral biases, offering an accessible experience that encourages smarter financial decisions and long-term security.
01
Improved user experience
02
Clearer communication
03
Increased efficiency
03
Better prioritization
Insights
Through my own research, I noticed a changing demographic on social media and forums of individuals interested in precious metals. Specifically, early adopters of crypto have been looking to diversify holdings into other traditional asset classes. The motivation of precious metal investors is much similar to that of crypto investors in that they are a safeguard against economic uncertainties and provide protection against inflation.
Before precious metal sites were designed for older, less tech-savvy investors. The influx of younger investors into the space requires a platform that they are more willing to engage with without alienating legacy users.
Branding
The term "gold bug" came from the story The Gold-Bug by Edgar Allan Poe. At the time, it was used to describe people who supported the US adopting the gold standard.
The GoldBug logo features a minimalist, one-color digital bitmap icon of a beetle. The beetle is historic emblem of wealth and value, representing the enduring stability and tangible nature of gold and other precious metals. The digital bitmap style reflects the contemporary shift towards integration of technology in financial markets, even physical ones.
The bottom product card design was the solution to offer a clean way to present important information to buyers while browsing with quick shop and favorite features .
Wireframes: Mobile & Desktop
This design concept aimed to turn fill a perceived need in the market with a more simple interface offering a clear path for users to purchase, learn and explore. This created a more user-centric experience , aiming to ultimately increase user satisfaction and engagement.
