Accelerating the path to purchase with product recommendations and improved wayfinding.
(CASE STUDY)
(01)
Project Overview
Modernizing a major footwear brand's digital product experience.
This project involved full sweeping UX and UI updates to modernize a major footwear brand's digital product experience, elevating its online presence to meet the evolving demands of today's tech-savvy consumers.
Built trust and enhanced decision-making by elevating critical information.
TK
Built trust and enhanced decision-making by elevating critical information.
TK
Reduced friction through streamlined wayfinding and search.
(KEY RESULTS)
Reduced friction through streamlined wayfinding and search experiences.
Streamlined key user journeys by accelerating the path to purchasing decisions.
Built trust and enhanced decision-making by elevating critical information on product pages.
Pushed the digital design experience forward to better align with the desired target market.
(02)
Discovery
Research helped identify the needs of modern consumers.
Using an extensive external research report I identified the following points as key ways for Cole Haan to better meet and exceed the expectations of their target market:
(KEY USER NEEDS)
Critical purchase info must be impossible to miss.
Streamlined wayfinding and effortless discovery.
Convenient and well-curated product recommendations.
Discovery sessions drove alignment on organizational goals.
Stakeholders provided key goals that would guide our design decisions throughout the project:
(KEY BUSINESS GOALS)
Get users to product detail pages more efficiently.
Tap into a younger, urban consumer target.
Create trust to eliminate consumer hesitation.
Elevate newer product ranges and categories.
Create cross-selling opportunities.
(KEY BUSINESS GOALS)
Get users to product detail pages more efficiently.
Tap into a younger, urban consumer target market.
Create trust to eliminate consumer hesitation.
Elevate newer product ranges and categories.
Create cohesive cross-selling opportunities.
(03)
Design: Wayfinding
Enhanced category wayfinding encourages engagement and reduces cognitive load.
With the addition of visual sub-category callouts at the top of the page, users don't have to think hard about how to move through the site. This improves the overall experience by:
Reducing cognitive load, allowing them to focus more on exploring products and making purchasing decisions rather than figuring out how to get around.
Allows for curated promotion of new or the most timely relevant sub-categories
(KEY IMPROVEMENTS)
Reducing cognitive load, allowing them to focus more on exploring products and making purchasing decisions rather than figuring out how to get around.
Allows for curated promotion of new categories or the most seasonally relevant categories.
(04)
Design: Quickshop
Giving users a direct path from browsing to buying.
I wanted to provide an efficient, yet engaging, shopping experience that aligns with the fast-paced lifestyles of a more digitally savvy target audience.
Reducing cognitive load, allowing them to focus more on exploring products and making purchasing decisions rather than figuring out how to get around.
Allows for curated promotion of new or the most timely relevant sub-categories
(KEY IMPROVEMENTS)
Creating a quick and frictionless path to get products into the cart.
Introducing cross-selling recommendations in the cart for additional sales opportunities.
Modernizing the brand's digital product experience to better align with new innovative product lines.
(05)
Design: Product Detail Page
Providing clear, upfront information on the product detail page empowers users to make informed decisions quickly.
This reduces the cognitive load on the user, leading to a more satisfying shopping experience and a higher likelihood of completing a purchase.
Reducing cognitive load, allowing them to focus more on exploring products and making purchasing decisions rather than figuring out how to get around.
Allows for curated promotion of new or the most timely relevant sub-categories
(KEY IMPROVEMENTS)
Prioritized and elevated vital price, sale, review, shipping, and stock information to help users feel more confident in their purchasing decisions.
Introduced content flyout sections for product details, fit, and return info to reduce hesitation and abandonment.
The updated photo grid lets product and lifestyle images be seen above the fold on desktop view.
(06)
Design: Search
Creating a best in class predictive and intuitive search experience.
I used this user journey to create a common understanding of desired search functionality between our team and the client.
Reducing cognitive load, allowing them to focus more on exploring products and making purchasing decisions rather than figuring out how to get around.
Allows for curated promotion of new or the most timely relevant sub-categories
(KEY IMPROVEMENTS)
Custom experience based on your search history.
Suggested terms and products for less user typing and potential misspelling.
Details outlined for all edge case scenarios to avoid dead ends.
(07)
Outcome
We delivered a set of goal driven design improvements being developed and implemented incrementally
Reducing cognitive load, allowing them to focus more on exploring products and making purchasing decisions rather than figuring out how to get around.
Allows for curated promotion of new or the most timely relevant sub-categories
(KEY IMPROVEMENTS)
Reduced friction through streamlined wayfinding and search experiences.
Streamlined key user journeys by accelerating the path to purchasing decisions.
Built trust and enhanced decision-making by elevating critical information on product pages.
Pushed the digital design experience forward to better align with the desired target market.
