Boot Retailer Redesign Concept

Roles: User Experience, Visual Design

Shift7 Digital (formerly Siteworx)

I worked collaboratively with my fellow Shift7 Digital (formerly Siteworx) designers on a few different concepts for large-scale pitch. The client? A boot manufacturer whose bread and butter has been the blue-collar, generally male, workforce. There were a few things our pitch wanted to cover. We proposed a new webpage as part of the redesign that was a women's focused marketing page. We also were reimagining the product detail page in two ways–showing how the page could include more innovative features, and showing how a strategic approach to corporate partnerships could improve their business on the B2B side.

Layout Inspiration For a Women's Page

When the design team split up to divide and conquer the respective tasks involved in this pitch, I started by gathering ideas and inspiration for creating a woman-centric marketing page. Looking around the web, I screen-shotted any components that I thought were visually interesting and that also kept a central focus on the products being sold. It was also important to keep a balance of product only, and products-in-action imagery, and I needed my page components to support both.

In the end, the components that I found in my research really helped me create the high-fashion editorial look, yet easily updated modular layout, of the women's landing page concept.

The overall user interface of the page was kept minimal on purpose. While the top navigation and social media footer book-ended the page in dark backgrounds, the rest of the page maintained a light and clean design, bringing in a slight feminine touch to the page.

Product Detail Pages

One of the biggest challenges this boot manufacturer faces is how to innovate on new and interesting way to bring in video and interactivity to the traditional product detail page. Our team wanted to promote design and development as a package deal by displaying a "boot wear" slider concept, in which the user can move the mouse back and forth to see how well the boots age. After all, the differentiator of these boots is how well they hold up, even in the worst of working conditions.

In addition to adding in more innovative features to the detail page, we also made sure that product care, product specs, and customer reviews played an important part. This all plays into the high quality brand promise that the boot manufacturer has in the industry.

Product Details With a B2B Twist

To round out the pitch, we included a take on what a catalog landing page could look like for strategic partnerships with other businesses. For our example, we used Corning. Essentially in the current system, Corning employees would be given a "voucher" to redeem with our prospective client's footwear. Usually this process occurs offline. However, what if it's as easy as accessing a digital, online catalog of available options for the Corning employees? The landing page includes partnership branding, as well as a catalog of shoes and options that are specific to the Corning user's needs.