Gold.com
Product
Gold.com is a new precious metals store and investment platform designed for a Fortune 500 company. The goal: attract a new generation of buyers through a guided, emotionally engaging, luxury experience while keeping JM Bullion's rational expert audience.
My Role
Owned a trust-first financial product from discovery to shipped UI across desktop, tablet, and mobile web, for a Fortune 500-backed company in a high-stakes category. Worked alongside Brand, Design & Research, and Product.
Every competitor sells metal the same way: outdated and transactional
Gold.com was designed to be fundamentally different.
The vision: an emotionally engaging experience that wins over first-time buyers while giving expert buyers the speed and depth they need.
Biggest challenge
One end-to-end experience for four buyers: investors, preppers, collectors, and newcomers.
Solution
The homepage is a decision point, routing each user to their own path. Personal, guided service for the newcomer, without added friction for the returning buyer.
Solution
Navigation reflects two mental models: a full-depth catalog for experts, illustrated quick-actions for newcomers, separated at the architecture level so neither group hits friction meant for the other.
At this price point, confusion at checkout doesn't lose a cart. It loses the buyer for good.
Solution
One decision per screen. Price lock: a visible, timed mechanism freezes the spot price mid-flow.
Solution
Storage and vaulting surfaced early: a user anxiety turned into a front-facing product feature and a higher-LTV retention lever.
“Is this a real investment?” and “What do I do with it?” These unanswered questions deterred first-time buyers from larger purchases.
Solution
Price graphs and calculators built into the experience as trust infrastructure.
Potential
Every edge case designed, not assumed.
The acquisition channel nobody built
Competitors either ignored Precious Metals IRAs or explained them so poorly that buyers didn't know the product existed.
Organic search for retirement diversification brings buyers with intent and no destination. A clear, front-facing IRA experience captures that traffic before a competitor does.
Impact
+31%
Of new registrations from buyers under 35.
+22%
Second orders with bigger checks.
UI Library
One scalable UI kit carried the brand across the marketplace and the corporate website.
