1000 Mile Landing Page
Rethink & Redesign
Rethink & Redesign
Wolverine's 1000 Mile line of premium, hand-crafted, USA made boots are a flagship of craftsmanship and timeless quality that sets Wolverine apart from other workwear brands.
The landing page for the 1000 Mile line wasn't working hard enough for the brand, and suffered from a low click-through and conversion rate. My team was tasked with rethinking the site from the ground up, addressing problems the client outlined, designing new visuals, and working with developers to bring the concept to life.
My role:
UI/UX Design
The Process
Problem 1:
The brand wasn't getting credit with potential customers for one of its primary differentiators: boots hand-made by craftsmen here in the USA.
Solution:
Lead with the craftsmanship story, showing real people creating the boots, and nodding to the USA heritage of the brand along the way.
Main header
Using footage from the factory, I cut together a peek behind the curtain into the lengthy process Wolverine's craftsmen go through to create a pair of 1000 Mile boots.
Problem 2:
Users couldn't easily differentiate between products/features at a glance, or shop based on the features that mattered most to them.
solution:
Design a new informative, interactive, and intuitive way to shop the 1000 Mile line, using the client's research to determine what features are most important to users.
Shopping section concepts
I designed and mocked up multiple concepts for the shopping sections before landing on the final design. Each concept aimed to inform the user of the differences between features and help them zero-in on the perfect product for them.
Final version
Before & After Comparison
Before:
The previous iteration led with a feature story, and allowed shopping by category, size, and best sellers only. This approach didn't speak to the brand story, or allow users to find the right style for them easily.
After:
The redesign leads with the brand story, then allows 1000 Mile users to shop by what matters most to them based on the client's research: silhouette, sole style, and leather type.
Results & Conclusion:
Three months after the redesign launched, conversion had risen by over 92%.
By letting the research guide our decisions and designing an intuitive interface, we were able to tell the story of 1000 Mile and lead customers to the footwear that was right for them.
