Improving and upgrading an existing e-commerce website for desktop and mobile.
Overview
Overview
Revitalize the branding and improve the overall user experience of the Shoe2U website while ensuring a cohesive visual identity.
Goal
Goal
The primary goal was to simplify product accessibility, enhance clarity, and improve overall user satisfaction and engagement on the website.
Solution
Soultion
Implemented a mega-menu and advanced product filtering options to create a seamless and intuitive shopping experience, enhancing accessibility and user clarity.
Research
Research
As part of the research, I conducted a survey regarding general shoe consumption. Out of the respondents the majority were in the age range of 16-45, with 63% being women and 37% men, with notable findings:
Had previously made private online purchases of clothing and footwear
Stated that price is the most important factor of online purchases
Would prefer to purchase shoes from a physical store
Buy shoes
approximately every six months
Conclusions
- Emphasize appealing promotions prominently on the website.
- Utilize reassuring icons to underscore the seamless, free-of-charge exchange process for users.
Competitive Analyze
Competitive Analyze
User persona
User persona
I create a single persona based on our discoveries, which assists us in considering our end users while we design.
Wireframes
Wireframes
To solidify functionality before focusing on aesthetics, I started with low-fidelity wireframes that allowed for rapid iteration and user testing.
UI Design
UI Design
Inspirations
Style Guide
Logo identity
During the rebranding process, I created a new and simplified logo that aligns with the website’s updated visual identity.
Desktop Screens
Mobile Screens
Homepage
Archive
Single
Takeaways
Takeaways
Revamping a brand identity while retaining user familiarity is no small feat. This project taught me the power of prioritizing simplicity and understanding my audience. By analyzing competitors and implementing user-friendly design strategies, I achieved my goals: a modern logo and branding, an intuitive mega-menu, improved filters, and engaging archive/single product pages. Key takeaway? Keep it simple, understand your users, and learn from the competition – lessons I’ll carry into every future design project.