Jane The Brand
Jane the Brand (JTB) is a women-founded, Vancouver-based accessories company specializing in bag and shoe charms designed for self-expression, personalization, and modular styling
Product Designer & UX Researcher
Riana Hiramatsu, Misha Shridhar, Bryce Johnson, Chloe Oh, Michelle Liang
January - April 2026
Context
A Vancouver based charm business
Jane The Brand is a women-founded Vancouver accessories company specializing in bag and shoe charms for self-expression, personalization, and modular styling. For UBC’s Marketing Capstone class, our team worked with the company to develop a data-informed marketing plan. I focused on the e-commerce experience and the points where discovery, evaluation, and checkout were breaking down.
Challenges
Primary Challenge
Secondary Challenge
The product invited self-expression, but the site placed too much work on shoppers to imagine combinations, find compatible pieces, and move from inspiration to purchase. The opportunity was to make browsing feel more visual and guided while reducing friction at the moment of intent.
Ideation
How we wanted to stand out
We wanted to use utilize user-generated content, bundles, a Build Your Set experience, affiliate community growth, a repositioning around charms that do more, retail shelf blades, and post-purchase QR touchpoints. These touchpoints will then be brought towards their main landing page. Where we would create the bridge between the content and the products.
Solution
We didn't redesign how the brand worked, we redesigned how the brand communicates
Our website tactic combined a homepage redesign, replacement navigation, improved product discovery and filtering, and a quick-view and quick-checkout overlay. The system was designed to increase useful browsing time while reducing the number of steps between discovering a charm and purchasing it.
Homepage redesign to clarify the brand, show styling possibilities, and surface products faster.
Navigation redesign to improve category clarity and shorten discovery paths.
Product filtering to help shoppers browse by relevant attributes.
Quick-view and quick-checkout overlays to preserve browsing context and reduce checkout friction.
Impact
The review
Our professor specifically praised the UX redesign, and the client began implementing several aspects of the proposed changes after submission.
Reflection
Finding a bridge between marketing and design
Jane The Brand helped me connect marketing performance with interface decisions. Conversion was not one button problem; it depended on whether the site helped shoppers understand the product, imagine combinations, find what matched their intent, and maintain momentum through checkout. The project showed how brand expression and utility can reinforce each other rather than compete.
Let’s work together.
dhrishtyd@gmail.com