awl and sundry presentation

!Andrew Camp

Beth Olarsch Mike Tam

a site redesign for

August 6, 2014

Awl & Sundry is an online men's fashion brand that allows men to design their own made-to-order shoes.

Introduction

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1. Introduction

2. Research Process

A. Competitive Research

B. User Research

C. Persona Overview

D. Current Site Analysis

3. Scope

4. Primary Design Considerations

5. User Testing & Feedback

6. Prototype

7. Next Steps

8. Q&A

Overview

The Issue: Awl & Sundry is seeking to to attract and develop a loyal customer base by re-designing its website and streamlining the custom shoe design feature.

Introduction

The Solution Re-design Awl & Sundry's site with the following features:

• Showcase the traditional quality of Awl & Sundry's shoes, while invoking a feeling of sleek modern elegance

• Enhance the customization process to make it more a effective and efficient experience

The Solution

Re-design Awl & Sundry's site with the following features:

• Improve the site's design to reflect Awl & Sundry’s brand values and story

• Establish a mobile presence through responsive design

Key Takeaways

Competitive Research

Customer Service: “Support” on main menu FAQ & help search “Email us” w on-site window 800#, limited hours

Custom design feature: Product stays on one page during process style options clearly noted hover feature provides info about style, etc.

Product display: As worn by customers Product photos - closeup shots without people Carousels

Overall Look: Clean, sleek Heavy visuals, light copy

User Research Overview Surveyed 75 users

• 69% were male, of which the largest age group was 25-34

• Most purchase online

• Price is the most common deterrent from purchasing custom made shoes

• Most receive fashion advice through blogs or word of mouth

• Respondents cited “Just because” as the #1 reason for purchasing shoes

65+ 10%

55 - 64 8%

35 - 44 23%

25 - 34!37%

18 - 24 22%

Age

Sometimes 39%

Most of the time 39%

Rarely 22%

Frequency of online purchasing

User Research Overview

In-Person Interviews • 14 interviews over two days • Recurring Themes included concerns about:

• Quality • Convenience - easy returns • Customer service • Sizing

Maximillian Weiss The Shoe Hound 31 yrs. old, Single Investment Banking Associate Lives in NYC Annual income: $200k+ !Primary: Frequent shoe buyer who likes style & quality

Dean Burke The Reluctant Executive 45 yrs old, married w two children Sales Director, Tech company Lives in Boulder, CO Annual income: $150+ !Potential: Just discovered affordable custom made shoes

Mark Cooper The Pragmatic Shopper 23 yrs old, single Graphic Designer Lives in San Francisco, CA Annual income: $55k !New: 1x young buyer who is likely future customer

User Personas SummaryWe compiled our research demographics into three types of key users:

Current State

MobileDesktop

Current State

Current State

Current Customization Process

Must… • Redesign Site and Design Process • Establish Mobile Presence • Emphasize Customer Service

Could… • Feature an Image Feed of subscribers’ designs • Build out Blog Theme and Design

Should… • Be a Responsive Mobile Experience

Won’t… • Be a Mobile App

Scope

Primary Design Considerations

Create a clean and sleek layout

Revise copy and strategize potential content

Reimagine shoe customization process

Communicate A&S values and customer service

Primary Design Considerations

Primary Design Considerations

Primary Design Considerations

Primary Design Considerations

Primary Design Considerations

Primary Design Considerations

Story Time

Story Time

Story Time

Customization Process

RedesignCurrent state

Customization Process

Redesigned customization feature

• Ability to choose your features in a more intuitive and fun manner

• Streamlined process by adding new customization feature

• Clear and visually accessible information

User Testing & Feedback

User Testing & Feedback

Prototype

Next Steps: Overall Site

• Further develop and test responsive mobile site

• Enable security features to allow users to save credit card information to ease mobile purchases

• Develop sizing process, i.e. ‘home try-on’, web-based application

• Develop and enhance blog presence

Next Steps: Overall Site

• Promote European tanneries where leather is sourced

• Add line of ready to wear “Awl & Sundry” shoes

• Refine sorting features

• Add section for customer reviews

Next Steps: Customer Service

• Send updates of shoe design stages

• Send personalized follow-up “Thank You” notes and feedback request

• Incentives to customers who design and post their own shoes

Thank you!