Vans began to expand the offering of backpacks for the back to school season. The regular shop grid was insufficient in showcasing the difference in backpack features resulting a poor consumer experience.
I lead the ecommerce team by creating the Backpack Guide – a functional tool that clearly and easily lets users filter by the features they’re interested in. I shoot and style each of the backpacks to visually show their features like laptop compartment, water bottle pocket etc. I also create social assets for every refresh of the guide.
Each season, I am the lead decision-maker, designer and stylist for the guide. Season after season, we sell out of backpacks. This shoppable experience has increased the sales in backpacks by over 520% in one year. The guide is now getting adapted for other offerings on vans.com such as pro-skate shoes and jackets.