I created a tool for dual-shopping across Vans.com to increase awareness to its Customs business.
My role
UX / UI design
UX strategy
Presentation
UX writing
Team
UX Design Manager
Web Developer
Stakeholders
Interactive Design, Director
Ecommerce Marketing, Director
Digital Customization, Director
Background
Vans sells 5 shoe styles that are customizable – but users don't know these styles have customizable options. We need a way to show that shoes can be bought as-is or further customized.
Goals
Consumer
Increase awareness to the Customs business.
Make it clear to customers what shoes are customizable.
Business
Design an equitable, reusable and flexible tool that builds long-term efficiency for our digital design team.
Discovery
Competitive analysis
The competitive analysis included two parts: how embedded shopping is presented to the user and also how customizable products are distinguished. I looked at social media sites that do embedded shopping and at footwear competitors that offer further customization.
Define and design
Choose your own path
I started by outlining the project as a brief that included the problem, purpose and goals of the project. This allowed me to pitch the design to our stakeholders and align with my team.
Then, I outlined possible solutions for a "choose your own path" approach to dual-shopping.
Visual explorations
Clear UI
Using our design system and brand colors, language and iconography, I outlined several visual explorations to test with users for clarity and engagement.
