The document outlines plans to redesign the website for Awl & Sundry, an online men's fashion brand that allows customers to design custom shoes. Key aspects of the redesign include showcasing the brand's quality and style while modernizing the design, enhancing the customization process, and establishing a mobile presence. Research was conducted including competitor analysis, user surveys, and interviews. Based on the findings, personas were developed and opportunities/constraints were identified. An initial prototype was created and next steps discussed further testing, developing mobile features, and improving the customer experience.

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

11. Current State
Desktop Mobile

12. Current State

13. Current State

14. Current Customization Process

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

17. Primary Design Considerations

18. Primary Design Considerations

19. Primary Design Considerations

20. Primary Design Considerations

21. Primary Design Considerations

22. Primary Design Considerations

23. Story Time

24. Story Time

25. Story Time

27. Customization Process
Current state Redesign

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

29. User Testing & Feedback

30. User Testing & Feedback

31. Prototype

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

35. Thank you!