I redesigned the customization platform for Vans shoes leading to a 26% increase in conversion.
My role
UX / UI design
System design
Copywriting
Prototyping
Team
Front-End Engineers
Back-End Engineers
Lead UX Researcher
Stakeholders
Director, UX Digital Design
Senior Product Manager
Background
The Vans customization platform was designed in 2016 by a third-party vendor. The design had no system, confusing patterns and failed accessibility tests. However, due to contractual and engineering constraints, we were limited to what we could change.
Goals
Modernize the user interface
Pass accessibility tests
Improve UI, UX and copy
Audit existing experience
Conduct an audit
I began by examining the current design in an audit with screenshots, notes and my concerns and recommendations – including concerns with poor user experience, failed accessibility and confusing copy.
Discovery
Conduct competitive analysis
I conducted a competitive analysis by analyzing competitors like Nike, Puma, Converse and New Balance, but also considering other places users customize products like furniture and cars.
Launch redesign
Added instructional page
I added an instructional splash page similar to what you'd see when you play a video game for the first time. ALL of our user research participants indicated confusion and feelings of being overwhelmed when using the Customizer. They expressed that they wish they had a "guide" to reference when designing.
Improved UI
👍 Final concept passed accessibility tests.
👍 Final concept included less steps to checkout.
👍 Final concept reduced copy – an improvement for localization efforts.
👍 Final concept modernized the Customizer.