A product page for rings you can’t try on first
Philip Wallage · Ecommerce Design · 2025–2026
Shopify product page redesign on a design subscription. Ring size, engraving, materials and price, with one template per product type.
Jewelry By Johan has made rings by hand in Oakdale, Minnesota, since 2008. Meteorite, wood, dinosaur bone and other unusual materials, with custom laser engraving. The store runs on Shopify.
- a week, on Wednesday
- 1 call
- live
- 5 Feb 2026
- questions the page answers on its own: fit, material, engraving, price
- 4
- templates carry the meteorite copy
- 7
Online, nobody tries the ring on before paying. So the product page has to answer four questions on its own: will it fit, what is it made of, can it be engraved, and what does it cost.
The brief
It started with a QuickScan in late 2025. After it, Jewelry By Johan took a BTNG Design Subscription.
The product page was long, cluttered and template-driven. Shoppers had no clear answer on ring size. The add-ons were buried, and the story about the materials was weak.
Ring size and the sizer
For an expensive ring, a bad fit is a big reason not to buy. The page got a ring-size select with “Send me a ring sizer” right next to it.
Bridal sets and his-and-hers sets get a ring sizer added to the cart automatically. The cart also handles a custom sizer. Operations gave input on the sizing-kit logic.
Engraving
The owner built the store’s laser-engraving function. The team tested the function on 1 and 2 February, with customer service, the operations manager and me giving feedback.
Materials and disclaimers
Muonionalusta meteorite, troilite and wood each come with their own caveats. Each got a disclaimer, driven by metafields, that opens in a drawer on the product page next to the FAQ. In late January the Muonionalusta meteorite copy went into 7 templates.
The material pages, under “We care about you and our materials”, run on metafields too. A theme update broke the wood pages in January, and they were fixed in the same month.
Price
One page, many products
Jewelry By Johan sells more than one kind of product. Each product type got its own template, with content that changes by product tag. Add to cart stays pinned on screen while the shopper scrolls.
The work was built in a working-area copy of the live theme, Ultra 2.2.1, so the store did not change until launch. The product lead was the most active person in the build threads: templates, metafields and Shopify Functions.
Around the product page
In Figma I also designed a new main menu with a materials section, the homepage and the category page. The meteorite section on the homepage was built by the product lead and the photographer.
How the work ran
One call a week, Wednesday afternoon, from 14 January to 10 February, and a lot of email in between. The product lead did most of the day-to-day QA with me. The operations manager kept the meeting notes and brought in customer service and operations. The owner worked in the theme directly. On the call of 28 January the agenda was the product page, the sizer auto-add, the engraving features and the delivery rules.
For the launch on 5 February I wrote a checklist, and the team and I went through it together. Shopify did not carry every working-area change over to the live theme, so several fixes had to be done again on the live store.
The last fix I worked on came on 10 February. A ring-sizer guarantee snippet was hiding the size dropdown on listings with a single variant.
What changed
I have no sales or conversion numbers for this work. The redesigned product page went live on 5 February 2026. My part ended that month.