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Awl & Sundry Site Redesign
1. !
Andrew Camp
Beth Olarsch
Mike Tam
a site redesign for
August 6, 2014
2. Introduction
Awl & Sundry is an online men's fashion brand that allows
men to design their own made-to-order shoes.
3. !
1. Introduction
2. Research Process
A. Competitive Research
B. User Research
C. Persona Overview
D. Current Site Analysis
3. Scope
4. Primary Design Considerations
5. User Testing & Feedback
6. Prototype
7. Next Steps
8. Q&A
Overview
4. Introduction
The Issue: Awl & Sundry is seeking to to attract and
develop a loyal customer base by re-designing its website
and streamlining the custom shoe design feature.
5. The Solution
Re-design Awl & Sundry's site with the following features:
• Showcase the traditional quality of Awl & Sundry's shoes,
while invoking a feeling of sleek modern elegance
• Enhance the customization process to make it more a
effective and efficient experience
6. The Solution
Re-design Awl & Sundry's site with the following features:
• Improve the site's design to reflect Awl & Sundry’s
brand values and story
• Establish a mobile presence through responsive design
7. Competitive Research
Key Takeaways
Customer Service:
“Support” on main menu
FAQ & help search
“Email us” w on-site
window
800#, limited hours
Custom design feature:
Product stays on one
page during process
style options clearly noted
hover feature provides
info about style, etc.
Product display:
As worn by customers
Product photos - closeup
shots without people
Carousels
Overall Look:
Clean, sleek
Heavy visuals, light copy
8. User Research Overview
Surveyed 75 users
• 69% were male, of which the largest
age group was 25-34
• Most purchase online
• Price is the most common deterrent
from purchasing custom made shoes
• Most receive fashion advice through
blogs or word of mouth
• Respondents cited “Just because” as
the #1 reason for purchasing shoes
65+
10%
55 - 64
8%
35 - 44
23%
18 - 24
22%
25 - 34!
37%
Age
Frequency of online purchasing
Sometimes
39%
Rarely
22%
Most of the time
39%
9. User Research Overview
In-Person Interviews
• 14 interviews over two days
• Recurring Themes included concerns about:
• Quality
• Convenience - easy returns
• Customer service
• Sizing
10. User Personas Summary
We compiled our research demographics into three types of key users:
Maximillian Weiss
The Shoe Hound
31 yrs. old, Single
Investment Banking Associate
Lives in NYC
Annual income: $200k+
!
Primary:
Frequent shoe buyer who likes
style & quality
Dean Burke
The Reluctant Executive
45 yrs old, married w two children
Sales Director, Tech company
Lives in Boulder, CO
Annual income: $150+
!
Potential:
Just discovered affordable custom
made shoes
Mark Cooper
The Pragmatic Shopper
23 yrs old, single
Graphic Designer
Lives in San Francisco, CA
Annual income: $55k
!
New:
1x young buyer who is likely
future customer
15. Must…
• Redesign Site and Design Process
• Establish Mobile Presence
• Emphasize Customer Service
Could…
• Feature an Image Feed of subscribers’ designs
• Build out Blog Theme and Design
Should…
• Be a Responsive Mobile Experience
Won’t…
• Be a Mobile App
Scope
16. Primary Design Considerations
Create a clean and sleek layout
Revise copy and strategize potential content
Reimagine shoe customization process
Communicate A&S values and customer service
28. Customization Process
Redesigned customization feature
• Ability to choose your features in a
more intuitive and fun manner
• Streamlined process by adding new
customization feature
• Clear and visually accessible information
32. Next Steps: Overall Site
• Further develop and test responsive mobile site
• Enable security features to allow users to save credit card
information to ease mobile purchases
• Develop sizing process, i.e. ‘home try-on’, web-based
application
• Develop and enhance blog presence
33. Next Steps: Overall Site
• Promote European tanneries where leather is sourced
• Add line of ready to wear “Awl & Sundry” shoes
• Refine sorting features
• Add section for customer reviews
34. Next Steps: Customer Service
• Send updates of shoe design stages
• Send personalized follow-up “Thank You” notes
and feedback request
• Incentives to customers who design and post their
own shoes