Amidst post-COVID market shifts and internal restructuring, I spearheaded the brand's first website redesign in decades, helping implement smart search and new product detail pages with improved hierarchy, algorithmic product recommendations, and user-generated content. Under strong guidance from our new e-commerce leadership, this new redesign lead to a 143% increase in conversion.
Working closely with creative, e-commerce, merchandising, marketing, and our remote development teams to build out this responsive commerce experience, we established a guidelines that allowed our internal merchandising teams to feel more empowered in their roles.
Credits:
E-commerce Team: Josh Krepon, President of E-commerce; Colleen Waters, Digital Merchandising; Razvan Popa, Development
Creative Team: Matthew Ellenberger, Creative Director; Michelle Arrowood, Design Director; Masha Vainblat, Senior Digital Designer
The new Product Detail Pages become more editorial allowing merchandising to curate their own collections more easily. My combined experience across marketing, creative, content management and production gave me a unique perspective in the content creation department knowing how the assets will be used after managed in our CMS.
Before
After
Exploring placement and hierarchy of highly important shopping information within a sticky bottom nav lockup above the fold.
