TOMS: REDESIGN / ATG U.S. SITE MIGRATION
PROJECT OVERVIEW: When TOMS decided to enter the French, German and Dutch markets, it was determined that the Magento backend platform would no longer be sufficient in managing the company’s growing needs. In addition to a new backend system, we decided to also refresh the dated frontend design.
GOALS:
Modify navigation so that users could get to the style they are looking for with just 1 click.
Allow users to filter product down easily so they could quickly find the style / size / color shoe they wanted.
Ensure that navigation allows for new Marketplace product line to be integrated seamlessly into site.
Provide opportunities for better marketing of product and showcasing of community content.
MY ROLE: UX Designer. For this project, I rearchitected the navigation, created a new homepage and modified category pages for optimum browsing on mobile devices.I worked with the Merchandising team to determine what the filtering needs would be and then designed the functionality and logic so users could find what was available in the style, color & size they needed. I created a larger promotional area on the homepage and category pages to allow for better showcasing of merchandise and gave our community content a place to shine. Our UI Designer created the visual design for the pages.
LEARNINGS: With the help of agencies, HUGE and Deloitte & Touche, we launched a fully responsive site on a new platform and then began migrating the current UK, and Canadian sites to the ATG platform. Our U.S. migration was last, as it was the largest market and required the most stabilization. Since the U.S. site carried a wider variety of product lines, we modified the page templates to accommodate these unique additions. The redesigned site was met with a lot of excitement and success. Users were able to find products easier, sales increased & newsletter sign up increased.
Homepage.
Newly designed responsive homepage included more promotional spaces as well as more featured blog/community content and call outs for email sign up higher up the page.
Category Page.
New filtering system included breadcrumbs at the top of the page so users could easily keep track of what was selected.