Soletrader online store

Soletrader is a high-end UK shoe retailer with a strong high street presence

Concept development, lead UI design

Soletrader needed the online stores of their three brands (Soletrader, Sole and Soletrader Outlet) redesigned as part of their e-commerce platform build project. The client placed a high priority on the visual design, which needed to reflect their positioning as an upmarket retailer as well as the usual e-commerce imperatives of being highly usable and driving conversion.

The project formed part of a broader rebrand, including a multi-million pound spend on shopfits, and as such the site designs had to be consistent with the new-look retail outlets.

As part of design research, I visited their newly fitted stores and spoke with the store managers and staff.

As part of the design process, I delivered:

  • Creative brief
  • User scenarios
  • Competitive framework
  • Customer segmentation moodboards
  • Look & feel exploration moodboards
  • Design concepts
  • High-fidelity mock-ups
  • User interface style guides

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