TOMS Website RedesignReplatforming TOMS to a leaner, more agile storefront with UX that drove an increase in mobile conversions for their primary persona, the Compassionista
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How might we design a Shopify storefront for a well-known brand with decades of brand equity and loyal customers while also pushing the envelope to appeal to newer audiences.
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Mobile traffic for TOMS was already higher than industry standards, accounting for roughly 85% of all traffic. The replatform needed to maintain mobile-first design and increase the conversion rate, which hovered at the 1.9% industry benchmark.
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Lead UX Designer running Discovery workshops with the TOMS team, creating wireframes, and collaborating with a team of developers, business analysts, and creative designers.
Discover & Define
The challenges in Discovery were to dig through a decade of data and find the pieces that were relevant to the experience (think international shopping behaviors, quickshop conversions, etc) and unpacking the maze of customizations that were done in SFCC and how to carry those experiences over to Shopify.
I used a TOMS-defined persona— the Compassionista, data on current site usage, and competitive analysis to drive multiple workshops with the TOMS team. Together, we formulated an exciting strategy and feature set for the new website.
Workshops with Stakeholders • Analytics Ingestion • Feature Set Documentation
Discovery artifacts are kept confidential, but the
approach is detailed in my Approach page
Design & Deliver
Collaborative wireframes between developers, business analysts, and client stakeholders quickly brought the vision to life. Attention to integration and interaction details were captured in notes off to the side of the wireframe that ultimately fed into my final annotations.
Wireframe • Final Annotations
Final Impact
A brand with strong equity and in a growth mindset was able to transition from antiquated, time-consuming website processes into a leaner, lightning-fast workflow with UX at the helm. A small downtick on traffic was offset by an increased conversion rate, especially on mobile, where it now averages well above the industry benchmark of 1.9%, coming in at a steady 2.2%.