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
