The Challenge
Foot Locker (MENA) faced declining engagement, resulting in lower conversion and higher customer dissatisfaction. The challenge was to leverage existing data to uncover insights that would inform design decisions while adhering to UX best practices and satisfying business goals.
The Approach
We synthesized website analytics to identify user behavior and key drop-off points in the sales funnel. Benchmarking against best practices helped us quickly pinpoint friction areas affecting engagement. We conducted user testing with prototypes to validate design hypotheses and ensure user-centered solutions, before moving forward.
The Response
We delivered an optimised funnel, with focus on the product detail page. We saw a significant jump in; time-on-site, scroll depth, click-through and conversion rates, and a not-able decrease in bounce rates. Post-launch fixes enabled us to further refine our solutions, ensuring long-term success in engaging Footlocker’s sneaker hungry audience.
My Contribtion
Redesigned Product Detail Page: Optimised for Conversion
Enhanced Galley, Size Selector and Social Proof
Dynamic Delivery Propositions, based on location and stock availbility
Shop the Look: Social Commerce integrated with Bazaarvoice
Personalized Product Discovery integrated with Dynamic Yield
My Contribution
Responsible for end-to-end interface design delivery and creative direction.
Supply high fidelity screen variants, progressions and flows for iOS, Android mobile app and responsive web.
Build high fidelity prototypes for testing and validation.
Define and maintain bilingual style guides.
Manage and own component libraries.
Manage developer hand-off, tools and process.
Manage and own design team Jira and Confluence spaces
Update and track assigned dev team Jira tickets.
Collaborate and coordinate with design counterparts, product and program managers, business analysts for end-to-end delivery.
Manage and direct subordinate designers.
Work alongside web, iOS and Android developers to deliver cross platform implementation.
Ensure successful user acceptance and quality assurance testing.
Manage go-live and brand handover activities
Monitor and track post launch implementation.
Deliverables
Low fidelity wireframes and journey maps
High fidelity screens for responsive web and mobile app experiences
Style guide, design system and component library
Developer handover documentation
Delivery Team
Product Design Lead, UX Designers (1), UI Designers (1), Product Owners (1), Project Managers (1), Business Analyst (1), iOS dev (2), Android dev (2), Web dev (2).
Timeline
Scope definition to stake-holder acceptance, 2 months.