JAB-Website Functional Specifications


  • 

Specs Approved Date:
Approved by:
PIC
JAB

1. Purpose of this document

The objectives of this document are:
  • To provide a clear understanding of the website build process to all stakeholders.
  • To ensure alignment between the PIC team and JAB regarding the scope of the launchpad website. 


2. Roles & Responsibilities

JAB
Primary POC / approvals: Joe Bonasso: Owner - Lily Akers: Marketing Director / Webmaster
Content:
PIC Team
Strategist: Jeff
Account Manager PIC POC: Tiffany
D&D Lead: Majo
Developer: Sergio


3. About this Website Project

Project Purpose

To build a new Shopify website with a new theme.
By making immediate improvement to the user experience for local and eCommerce customers, we will see record breaking revenue generated from the website in the holiday season.
With Improved SEO on the new site, we will drive up to double the organic traffic by December. 


Initial goals of the LaunchPad website

  • To improve UX and conversions (schedule appointments + online sales)
  • To improve organic traffic and rankings.
  • To accurately represent brand image and message.
  • To seamlessly integrate with JAB's existing tech stack

Website Conversion Goals

The top desired actions for launch are:
  • +100 Scheduled Appointments in the next year
  • +25 New Customers from the Web
  • $20K Website Revenue in 2025
  • Increase December organic to 2,000 sessions

Main messages

    They make a lot of their own jewelry, one-of-a-kind and priced right
    They do all their own repairs and customizations. Faster and better.
    Don't have to drive to downtown pittsburgh or park in a really busy lot
    Over 1000 reviews with 5 stars

Audience

Heroes:
  • men buying for women
  • wealthy people
    driving local business to the store
    nationwide eCommerce sales

Design Preferences and References

Include responses to Design preferences questionnaire and any references the client provides. Can include general design examples or examples of specific functions and features.
Include any Mockups that PIC has done.

Brand Guidelines

Include here any brand documents, copyright/trademarks or voice and tone guidance.


4. Timeline

Time estimates
Planning - June
Launch 9.2.25
Includes
  • scoping workshop

What is our desired timeline from approval of these specifications to launch

Risks & Assumptions
  • Delays in approvals will have an impact on all subsequent dates.
  • Modifications to the Sitemap will result in delays.
  • Changes in requirements after approval may result in delays.
  • Delayed content or approvals of content will result in a delayed launch.
  • Quick turnaround of review and final approvals of content, details, images and graphical visual elements will keep the project on schedule.
  • This includes 2 rounds of feedback. Additional reviews will result in delays.
Scope Change Process
When changes are requested that change the scope of the project, these changes will be reviewed to determine their priority as launch critical or a priority post launch project. If determined to be launch critical, additional PIC points may be required and anew timeline set.


5. Domain and Accessibility

DNS Info

  • Who will manage domain settings?
  • The final website domain will be  example.com 
  • Subdomains:  sub.example.com 

Redirect Plan

PIC SEO team will collaborate with JAB to develop and execute a redirect strategy that will direct users from the old site to the appropriate new landing page on the LaunchPad site.
Add keyword research doc if exists

Accessibility Level

 PIC Basic Accessibility Level  is implemented to ensure compliance with ADA regulations and adherence to primary privacy regulations in the US (California) and Canada (CCPA/PIPEDA).


6. Functional Requirements

Dynamic Product Pages

Dynamic product pages are a must. When users toggle different variants, want the image to change to match variant
  • Gold type
  • color
  • stone
  • setting

CRM integration

Chatbot

Define if we want to keep it or change it.
Currently they have a chatbot with an embedded form:

https://slite.com/api/files/zxJ6pWSV99Vrcu/Screenshot%202025-06-02%20at%2013.40.35.png?apiToken=eyJhbGciOiJIUzI1NiIsImtpZCI6IjIwMjMtMDUtMDQifQ.eyJzY29wZSI6Im5vdGUtZXhwb3J0IiwibmlkIjoiU2YySFBYZVFpMXU2UTciLCJpYXQiOjE3NTk3OTkyODQsImlzcyI6Imh0dHBzOi8vc2xpdGUuY29tIiwianRpIjoiU0hIQTlKN2NrRHp5VEoiLCJleHAiOjE3NjIzOTEyODR9.AsGiRd2tbBWwVBiRBvGhL4_wF6xxBFy6P-6kDDUaaVI


Website Search

Currently using an App called "search & discovery".
Define if we want to keep it or change it.
  • quick sidebar
  • search page with filters



Marketing SMS / Newsletter sign up

Constant Contact / Podium
Which one is in use / do we want users to do.


To discuss with Jeff or client:
  • Section Store: Adds customizable page sections to enhance store layout without coding.
  • Canva Connect: Integrates Canva for easy import of designs directly into your Shopify store.
  • Synctrack EDD: Syncs tracking numbers with PayPal and helps manage estimated delivery dates.
  • Swatch King: Enables color and image swatches for product variants for a better UX.
  •  Tray.io  Automation: Connects apps and automates workflows to streamline business processes.
  • Flow: Shopify’s automation tool to create custom triggers and actions for store operations.
  • Constant Contact: Email & SMS: Email and SMS marketing tool for engaging customers and driving sales.
  • XD Insert Code: Allows for easy insertion of custom code (HTML/JS/CSS) into the store.
  • Enorm Image gallery + Video: Creates responsive galleries and video sections to showcase products.
  • Search & Discovery: Enhances on-site search, filters, and product recommendations.
  • Fera: Adds product reviews, social proof, and urgency widgets to increase conversions.
  • Email: Shopify’s native email marketing app for creating and sending campaigns.

PARKER is going to run the audit.
If an app is slowing down the site - recommend them not use it.
Parker-Sergio communicate!

Custom Functionalities

The custom jewelry builder referenced in the alignment deck is future, post launch. Not enough budget for this now. Could be discussed during scoping for long term plan





7. Blogs

Currently 2 blogs with 1 listing page merging those -  https://jabjewelry.com/pages/blog 
    News -  https://jabjewelry.com/blogs/news  - 1 post / month aprox.
Do we want to include useful blog posts somewhere in the page??
Adding tags to posts? SEO decision
How much traffic do we get from blogs?
Add products to blogposts? YES!
There is a third "education" blog with a hidden blog post. is there an idea of creating an "education" blog in the near future?

ONLY 1 BLOG WITH CATEGORIES.


8. Forms, Landing Pages, Contact Pages

List here the plan for landing pages and forms that will need to be created and their Thank You pages.
    Contact Us Page / Form / Thank You page
    Offers / Thank You page
    Service Forms
    Newsletter Subscription Form / Thank You Page
Note how these will connect with CRM or other services.


9. User Experience 

User experience refers to the way in which a user interacts with and perceives a product, system, or service.
  • By utilizing our Hero Mission and the client's insights, PIC will perform a user journey analysis to ensure the website will offer various user journeys.


Sitemap -  Information Architecture



NOTES:
Add notes related to the sitemap that are important to the project scope


Website Tracking spreadsheet

Wireframes / Templates / Mockups

A website is constructed using wireframe templates for a collection of pages. These are to define the layout of the page. Once approved these will be styled to create the look and feel of the site in mockups to be approved before moving to the development stage. This website project provides X templates.

Pages

The LaunchPad site will consist of ~X pages and X blog posts.
Additionally, we will have system pages for 404 errors, search results and thank you pages.


10. SEO

The PIC SEO team will develop a comprehensive strategy to optimize the LaunchPad site for primary ranking factors. This will ensure that the site appears prominently in search results and aligns with our goals for traffic and conversion optimization. These factors include on-page SEO recommendations and performance audit and recommendations.


11. Content and Images

Images

Explain here the process and responsibilities for image selection Include how placeholder image will be included in development (samples, watermarked?


Content

Explain here who will be responsible for writing content for the new site.
Content development often causes launch delays. Prioritizing providing and/or approving content is crucial to staying on track for our desired launch day.



Theme Selection

    Fast
    Ability to change images based on product variants
    SEO friendly
    Relatively "simple" without 1000s of unused features
    Design in good shape to improve from default
    Is there one for jewelry / jewelers?




Project Completion

This project is considered complete when the LaunchPad site is live including these items:
Requirement 1
Requirement 2
Additional Requirements.... List all here


Growth Driven Design

These projects are recommended as post-launch efforts and will not be included on the launchpad website.
This section is for wants and needs that are out of scope of this project but are noted for the future to be prioritized and scoped post launch. These would appear above if they are required for launch. Some examples are included in a subdoc.


Where do they store their reviews?

Possible Themes
 https://themes.shopify.com/themes/vision/styles/emerald/ 
 https://themes.shopify.com/themes/impulse/ 

  • buscar que haya que hacerle lo minimo en cuanto a diseño
  • soporte / review
  • un tema que no haya que migrar las customizations manualmente cuando se actualiza el tema. como el de LCS.


First Scoping call

Website Goals
    Schedule Apt - mainly Design consultation
    Contact
    Contact form
    Phone calls connected to Podium (transcribes calls). They are generally good. 75% leads from podium
    Text - start with a text, follow up with a call
    America's coolest stores - best interior. - do you have pictures

Message
    Quality across all the services
    no escatiman materiales ni tiempo.
    advice, quiero anillo finito con diamante enorme y le dicen "no" no va a durar.
    not EVERY piece is one of a kind.
    Made to order - made for you
    Customizations IN HOUSE
    local people working for local people
    Customer service second to none
    Beautiful store, welcoming atmosphere

Audience 65% mujeres, que se estan engaging mas.
FEMALE first
    young people that are going to stay with us forever
    men buying for women
    woman really getting engaged
    middle aged woman that buy to theirselves.
    redesign from old jewelry
    permanent jewelry - point of entrance.
    Income target - middle class and above. tampoco se quieren mostrar extra luxurious. jewelry for the people.
    Local customers -
    Nationwide
    2 areas - me perdi, preguntar
    

Lab diamond, hechos en laboratorio, no valen nada.
Mas margen en lab diamonds

Feature

Mega menu
que no sea muuuy overwhelming
en collections poner fotos.
prominent search size
mobile menu different.

en el shop all page poner un boton arriba que diga shop all or JAB exlusive
JAB originals - exclusive
making small things to celebrate big things


What do you like about your existing site and why?:
Our reviews being all pooled together from Google, Facebook, Yahoo, etc.
Some of our images (of the building for example)

What do you dislike about your existing site and why?:
Outdated images, not enough people shown, shopping experience is not very user friendly, navigation is too limited, theme issues and limitations,

Do you have brand guidelines?:
Navy - #03354C
Light Blue - #6DA2C2
Gray - #717171
Cream/Tan - #ECE6DB
Rust - #973B27

Our fonts are currently Cormorant Garamond and Asul/Linux Binolium. I have no attachment to these fonts, though.


What problems do your products/service solve?:
Our products and services solve both emotional and practical problems that aren’t always addressed by typical jewelry stores.

Customers often come to us because they’re trying to mark a meaningful moment and they want something personal, lasting, and handled with care. But the jewelry industry can be intimidating, overwhelming, or overly commercialized, and many people don’t know who to trust or what’s worth investing in.

People come to us when:
-They want something custom but don’t know what’s possible
-They’ve been turned away by other jewelers for unique requests or repairs that are “not worth it” or tricky
-They’re overwhelmed by mass-market options and want something real
-They’re nervous about overspending or being oversold
-They want to preserve or repurpose something meaningful
-They’re looking for guidance from someone who listens

Because all of our work is done in-house, we’re able to say yes when others can’t, and offer solutions that are personal, creative, and technically thoughtful.

We also work with a wide range of budgets, and that’s a big part of why people choose us. We’re approachable and we genuinely want to help people feel proud of the jewelry they choose to celebrate their lives.

What makes your product/service better than a competitors? (features and benefits):
- All work is completed in-house — design, repairs, casting, setting, engraving, and permanent jewelry
- Custom work is a core part of what we do, not a side offering
- We take on redesigns, tricky repairs, and unique ideas that other stores turn down
- We offer 3D scanning for engagement rings to ensure perfect-fitting wedding bands
- We work with a wide range of budgets and never pressure anyone to overspend
- Our turnaround time is typically faster than stores that outsource
- We support the full lifecycle of a piece — from proposal to redesign years later
- Our store is welcoming, not intimidating — we’re family-owned, people-first, and down-to-earth
- We use recycled materials whenever possible and focus on quality over trends


Lily and team are already on top of FAQs. Let's build an FAQ module at the bottom of collection pages and have the option on ALL "pages" to add an FAQ. Probably even the option to do so on blog posts.

Regarding our pendants and necklaces, in our current format, it is not always clear to the customer what comes with a chain and what doesn't. The goal is to have "necklace" only be used when the chain is attached or included. Otherwise, it's just a pendant, and a chain would need to be added separately. We would add "chain sold separately" to the description. In addition to our job of making this clearer in our titles and descriptions, I wondered about adding a feature to items that are product-type pendant that would allow customers to add a chain when adding to cart. So it would be clear to them that the chain is not included and give them an opportunity to add one. I'm not sure if this would work extremely well since we do have many chain options and it might be a challenge visually to display them for the customer to choose from. Open to other ideas and suggestions but I realized it wasn't something I had previously brought up and wanted to do it now before we get deeper into development.

Also, we would want searches for either pendant or necklace to be related. For example I saw we had a search with no result for "garnet necklace"...we do have one in stock, but it is listed as a pendant so it did not come up. I guess this would just mean I have to create a synonym?