Shoes.com
Responsive Website
COMPANY
Shoes.com
ROLE
UX Designer
YEAR
2015-2016
Timeframe
Varies
Process
Challenge
I worked on many projects while at shoes.com. When onlineshoes.com acquired the shoes.com IP our data showed that the younger audience of shoes.com spent considerably more time browsing and making purchases on tablets and mobile devices. Our first goal was to create a mobile-first experience for shoes.com that would attract new users to the site. After we launched our new responsive site we identified parts of the site that could be optimized or that were not developed to the extent we wanted with the initial launch.
Solution
After initial research and competitive benchmarking, I created low & medium fidelity wireframes and prototypes. I collaborated with our visual design team to ensure that my designs were compatible with their style guides. We ran numerous A/B tests with new designs before launching them 100%. We worked in an agile format and launched small changes so that we could accurately measure and see if conversion improved. Additionally, I performed UAT to verify that my mocks were adhered to during development and make changes when necessary due to technical limitations.
Result
Our team improved customer experience and conversion across many aspects of shoes.com. After the responsive shoes.com site was launched the analytics team reported improvement with conversion on mobile devices and tablets. I continued to work closely with the analytics team to create a baseline for the performance of our site so that we could make informed design decisions going forward.