Product Owner · Miami, FL

Five Star,
reimagined
online.

A product vision to bring your in-store magic to every online customer — 24/7.

Eduardo Mora Product Owner · Builder · Miami, FL

See the vision → Let's talk

Miami locations

One unified digital experience to serve them all

35+

Years of trust built in store

Now ready to scale online with AI

~8wks

To a live MVP

Discovery → redesign → AI concierge → launch

The opportunity

Great brand.
Untapped online potential.

Five Star has 35+ years of trust, 8 Miami showrooms, and a team that knows how to guide customers to the perfect piece. That expertise stays in-store. It shouldn't.

"The goal: make every online visitor feel like they have a personal jeweler."

✦

The site is good. The feel isn't luxury yet.

Small design changes deliver a big perception shift — from catalog to destination.

◈

Buyers need confidence to click "buy."

Jewelry is emotional. AI-guided experiences reduce hesitation and increase conversions.

◎

AI scales your team without hiring.

The right tools, built right, let a small team deliver an enterprise-level experience.

UX upgrades

Same site. Completely different feel.

Six focused changes that move the experience from functional to unforgettable.

Now

Dense grid, small images

↓

Cinematic editorial layout — big photography, generous space

Now

Filter sidebar to browse

↓

Natural language search — "diamond ring under $1K for an anniversary"

Now

Affirm text buried under price

↓

Interactive payment calculator — front and center, sticker shock gone

Now

Technical specs only

↓

AI "Gemstone Story" per piece — beauty in plain words that sell

Now

Dense navigation on mobile

↓

Floating pill nav — elegant, touch-friendly, always accessible

Now

Appointment link hidden in footer

↓

Smart CTA — appears after 60s on engagement rings. Right moment, right ask.

E-commerce upgrades

A catalog this good
deserves to sell better.

The collections page has thousands of pieces — but no real guidance. These are the fixes that turn browsers into buyers.

Navigation

Too many clicks to find anything

The current nav has 8 top categories, each with 5–10 subcategories. On mobile it's nearly unusable. Buyers give up before they find their piece.

Fix → A single smart search bar + occasion-based entry points: "For her anniversary," "Under $500," "Cuban chains." One click to exactly what they want.

Product pages

No size, no context, no story

Products show karat and weight — but not how they look worn, what occasions they fit, or how to pair them.

Fix → Lifestyle context, "Pairs well with," and AI Gemstone Story on every PDP.

Cart & checkout

Financing is hidden, not a selling point

Affirm appears as tiny text. For a $2,000 ring, "$105/month" is the headline — not the fine print.

Fix → Show monthly payment front and center on every product card and hero. Make affordability the first thing they see.

Conversion

No urgency, no social proof

Nothing on the page signals demand. No reviews, no "X people are viewing this," no low-stock alerts.

Fix → Star ratings, real review snippets, and subtle scarcity signals — "Only 2 left in this size."

Retention

No wishlist, no follow-up

Customers who browse but don't buy disappear forever. There's no way to save, share, or be reminded of a piece.

Fix → Shareable wishlists + email/SMS reminders: "Still thinking about this ring? It's still available." Recovers lost carts passively.

Discovery

"All Collections" leads nowhere

The /collections page is a flat list with no visual hierarchy, no featured picks, and no seasonal context.

Fix → A curated homepage for the catalog — seasonal banners, trending pieces, and "You might also like" powered by browsing behavior.

AI features

Your best salesperson,
always online.

Four features that guide, convert, and delight — just like your in-store team does.

Feature 01

AI Virtual Try-On

Upload a photo. See the ring on your hand. Buy with confidence. No guessing, no returns.

Conversion +25%

Feature 02

AI Concierge

A smart assistant that listens, recommends, and books appointments — in English and Spanish, 24/7.

24/7 Lead Capture

Feature 03

Gift Finder

3 questions. The perfect piece. A shareable link she'll love — before he even walks into the store.

Lower Drop-off

Feature 04

Smart Ring Sizing

One photo next to a credit card. Your ring size in seconds. Free resize included — zero hesitation to buy.

Fewer Returns

Delivery roadmap

Live in 12 weeks.

Phased delivery — value ships early, nothing waits for a big launch.

Weeks 1–2

Discover & prototype

Audit, interviews, AI concierge demo, wireframes

Weeks 3–5

UX redesign

New layout, payment calculator, gift finder, mobile nav

III

Weeks 6–8

AI Concierge live

Chat widget, catalog integration, lead capture

Weeks 9–12

Try-On & Sizing

AR integration, ring sizing, QA, full launch

"Week two — I show you a working demo. Week eight — customers are using it."

Why Eduardo Mora

I don't just plan it.
I build it.

⬡

Engineer + Product Owner

8+ years in React and React Native. I write the specs and ship the code — no middleman.

React · TypeScript · AI APIs

◈

AI experience in production

I've launched AI-powered apps — voice assistants, habit trackers, video tools. I know what works.

OpenAI · Claude API · Voice AI

✦

Miami. Bilingual. Brand-aware.

I know this market. I co-own a creative studio here and I understand what Five Star's customers value.

Miami · EN/ES · TheKreaction LLC

Five Star,
reimagined
online.