Responsive site redesign for shoes made sustainably ethically by Mexican artisans
SOLS Client Project
March 29 - May 03 5 weeks 20 hours a week
Product design
UX Research
Prototyping
Usability Testing
I had an acquaintance that created a shoe brand with her sister and I was interested in doing a site redesign for them for several reasons:
When
SOLS is an ethical shoe brand that aims to create shoes that support Mexican artisans make shoes with their generational weaving skills and paying them living wages while using sustainable materials. Their aim is to sell enough shoes to allow the artisans to solely work for SOLS and have stable income without needing other outside buyers.
A website that lacks some organization and usability. The client wanted added functionality and updated information and functionality with their Product Listing Page (PLP) and Product Detail Page (PDP), including adding information about their new on demand shipping system which they wanted to implement to further make their practices sustainable.
A need to understand the users' motivations, especially in regards to understanding how to increase user conversion. Specifically, in consulting with the client we wanted to focus on understanding user blockers and pain points in shopping for shoes online, understanding what causes users to buy at a higher price point in exchange for ethical and sustainable shoes - especially higher priced quality goods, and understanding what causes abandoned carts.
In addition to crafting shoes for SOLS, artisans currently rely on outside buyers that can be exploitative or not have artisans' best interests at heart. By increasing user conversion, SOLS can support artisans with fair wages and eventually become their main source of income.
A lot of product information and customer photos were available on their social media pages, but this wealth of information was lacking on the website itself.
The site's UI and visual design don't currently reflect the the aesthetic identity of the brand.
Difficulty reaching a male audience or making sales for Mens footwear.
To create a responsive website that:
The aim is to create an intuitive and visually compelling website that clearly conveys relevant information and the brand mission to best draw customers in and convert to sales that ultimately support artisans and their families to allow them to have stable and fair income to support their generational craft and provide opportunities for their families such as schooling, protection from vulnerable situations, and a continuation of their art.
To start, I went with qualitative research in one-on-one user interviews in order to gain deeper understanding of the real experiences and challenges of users. 5 participants were recruited based on the following:
Users of the target age range were more willing to pay more for better quality, and wanted to have relevant information, reviews, and recommendations to determine quality.
Users are wary when not being able to try shoes on in person. They worry about fit and returns and value detailed photos and reviews.
Users were skeptical of sustainable and ethical brands and were wary of greenwashing. They valued detailed descriptions and transparency.
Following interview, the following insights in ecommerce market research proved to be insightful:
62% of consumers say they’re more likely to buy a product if they can see customer photos and videos first. *
consumers are increasingly dependent on review information to judge the quality of products and make a buying decision.**
**Frontiers in Psychology Journal
I also conducted competitive analysis in order to flesh out competition. Direct competition proved to be the brand Nisolo which had similar pricing and sustainable practices but with an added simplicity and sophisticated branding on their site.
Key competitive opportunities found are as follows:
An embracing of the brand mission and story - focusing on the founders, their cultural background, and the artisans that make the brand.
A distinct and delightful visual identity - a step in the direction of a more youthful energy and embracing the cultural and unique manufacturing aspect.
Simplicity in site hierarchy and architecture
Clear and detailed sustainability and ethical manufacturing descriptions
Easily accessible information for product details such as colors, sizing, and reviews
Clear images, sections, and site architecture for men's footwear
On top of the client provided archetype of:
Personas were also created in order to narrow down a design best suited for users. Personas were created as follows:
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A clear and easy to understand return and exchange policy
A clear and easy to understand size chart (and since SOLS huaraches mold to the feet after wear, detailed information on how to break in the shoes and determine the right fit)
Detailed product and customer photos
Real and relevant customer reviews
Stock status and shipping lead time information
Shoe detail information and functionality details
Product filtering options
Based off of research, it was time to start tackling how to best meet the needs and address the pain points of the users in making focus points, starting off with Point of View Statements:
I’d like to explore ways to motivate users in their 20’s through their 40’s to purchase artisanal shoes because the shoes support Mexican artisanal workers to be self-sufficient and earn living wages.
I’d like to explore how to make information as easily accessible to users as possible because buying shoes online feels overwhelming and risky to users.
I’d like to explore ways to help users feel secure in their purchasing decision because people feel shoes are some of the trickier items to buy online.
Next, How Might We Statements were crafted:
How might we entice users to commit to purchasing Sols shoes out of the many options that are out there?
How might we encourage users to purchase artisanal shoes at a higher price in exchange for ethical working practices and good quality?
How might we allow users to easily find all the information they need in order to feel secure in making purchasing decisions?
How might we make the brand’s mission and impact clear to users when they visit the site?
How might we prevent overwhelm and confusion to users when they visit the site?
How might we encourage and motivate male users or their partners to browse and look at men’s shoe options?
Point of View and How Might We Statements
With users in mind, I listed the key design ideas and opportunities discovered from the research phase
Include extensive product details, reviews, sizing and photos (including customer photos and social media images) to convey quality and durability
Consolidate products into one item with multiple colors in order to simplify the PLP as well as consolidate and therefore increase reviews per item
Include filtering options
Visual design that embraces the brand story and entices users
Imaging and CTAs for mens footwear on homepage
Include detailed and honest information about ethical and environmental shoe making practices as well as cultural ties
Have intuitive and easily understood information about on demand shipping and the benefits of using this method which includes stock status and shipping lead times
Convey easy to use exchanges and returns as well as extensive exchanges and returns information
I ended up focusing on these six opportunities not only because they were the most prominent pain points to users, and also because implementation was feasible based on feature prioritization.
User flows were created based off of key opportunities and chosen features with the following flows:
1. Browsing and discovery
2. Cart and checking out
3. Account and user profile
Task flows were made for:
The sitemap was a welcome challenge as the original site had restrictive categories and unintuitive navigation. The website was adjusted with the user in mind including essential categories for both a user-centric experience and to highlight the brand's unique mission and quality.
Designs focused on the sustainable and ethical practices of the brand with an extra emphasis on the handmade and woven aspect of creating their traditional shoes.
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Icons were created with the target consumer in mind with aesthetic, welcoming, and soft imagery and colors. Some organic shapes were also added as an element to soften the design, draw interest and create visual hierarchy, and to mimic cut leather used to create SOLS shoes.
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Components were also created with accessibility, simplicity, visibility, and clarity as the focus.
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This PLP has products listed with color options and pricing and also includes filter and sorting capabilities.
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The product detail page focuses on product images, color options, sizing with on demand shipping dates, quantities, on demand shipping explanation, ratings, social media and customer images, product details, sizing guide, and returns and exchanges information.
The mission page has navigation for quick and easy scrolling to sections and sections explaining the artisan mission, sustainable materials, made to order production, and the brand story
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The car is focused on eCommerce design conventions with information such as product size, color, and quantity with capabilities to delete items, save for later and pay in multiple ways.
The user account page is for users to keep track of their past orders, shipping address, and payment information.
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Users felt some overwhelm with the amount of information available on the mission page, so menu items were made expandable and collapsible through accordion menus.
Users voiced that knowing the delivery time was more crucial than the shipping date, so the estimated delivery dates were added as on demand shipping creates different shipping and delivery dates according to size.
Similar to insight 2, participants voiced that delivery date was a factor in purchase decision making, so estimated delivery dates were added to the cart.
After communicating to the client that users felt that shoes were a riskier online investment, the client decided to use a third-party returns and exchanges service. Because of this, a new banner/section was created to add to the homepage for users to feel secure in their purchasing decisions.
As on demand shipping was a new addition to their delivery system, a new pop-up was added to explain the new change as well as offer users to fine more information regarding on demand shipping.
Designing for an eCommerce site redesign was a rewarding experience that allowed me to empathize with the consumer user and find out what their pain points and motivations were in regards to purchasing footwear. Between working with the client, fitting in user needs and inserting my design style, the end result was truly a harmonic mesh of valuable input and creativity.
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