A new website for a new chapter of growth
Sky Soles originated from a recognised need amongst aircrew for specialised aviation footwear.
To propel their US launch, I came on board to design a new online store. The journey began by reviewing website analytics and sales data; this paired with focus group surveys gave us an updated view of the target demographic. These insights were foundational to creating a premium online experience for our customers.
The three key areas of focus were:
- Better engagement with customers
- Support a much larger collection of styles
- Incorporate a corporate sales section
Challenge
- Current branding feels too masculine
- Expanding product collections were outgrowing navigation
- Lacking a corporate portal
Solution
- Update branding and design system
- Design a new menu layout
- Prototype a new corporate portal
My role
- Information architecture
- Prototyping
- UI design
- Branding
Results
- Inclusive design style
- Improved navigation
- New corporate section
The new online experience delivers an improved mobile and desktop experience, upgraded shopping journey, and refined branding.
With online data analysis completed, coupled with focus group surveys and a competitor analysis, we decided to design with a mobile first approach. The target audience was women in their early 30s, while also recognising a broader audience of varying genders and ages.
To better engage with the target audience the branding was subtly refined through updated usage of colours and a new text style guide.
One of the key areas of focus was the creation of a new product page template. This was designed with a strong hierarchy for product images and a simple process users to add products to their cart. To bring the designs to life we arranged a new collection of studio and lifestyle photography.
The ‘Corporate Solution’ offering was another key aspect of this project – taking something that had been a PDF document in past and turning it into a multi-page online experience. This enables a stronger growth opportunity for Sky Soles in the business to business space.
Looking for more? See how I helped AusIMM personalise their online user experience.
© 2024 Samuel Rauert