Footsmart Projects

Benchmark Brand operated Footsmart which was an integrated direct-to-consumer retailer for foot and lower body health care products and comfort footwear.

Position held:

Art Director (1yrs 6 mos)

Overview:

At FootSmart, I worked on an array of projects that included updating the web experience, redesigning internal facing tools and creating all consumer emails. Nearly all of the customer base was either Gen X or a Baby Boomer. The goal was to bring a better user experience to multiple touch points in the customers experience.

That included an updated design approach, simplified interactions and relevant content creation. Some of the projects featured include the internal admin tool, mobile checkout redesign, product landing page ideation, marketing landing pages and email work.

About the project:

FootSmart was solely an online retailer that had been using homegrown backend systems that were out of date and confusing for new people to learn and frustrating for people who already knew how to use them. Often a promotion setup would be done incorrectly which resulted in customers not being able to use promo codes or FootSmart losing money due to improper setup.

The most important item was making sure that the tool was designed for the people that use it. I sat down with several people to observe how they used it, learning the challenges and all of the in’s and out’s. I also interviewed them in small focus groups to gain further insights to help create a system map flow.

About the project:

FootSmart was spending money each month to pay for a 3rd party tool to manage the mobile checkout process. The out-of-box solution wasn’t tailored to the customers. We gathered as much data as we could about the current experience but used current industry standards as a main driver. Our customer base didn’t feel secure with a multi-screen process, so we ultimately decided on a single page approach.

We wanted to leverage the desktop experience as much as possible as well. Knowing that we wouldn’t be able to test with real users we made it a point to monitor and gather data within the first few weeks of launch so we could move an agile fashion to make quick updates.

About the project:

The goal was to explore a new look and feel for the product landing pages. This was the page where the customer could see product images, view details, read reviews and make their selections in color, size and width. I wanted to create very clear areas for the customizable options for the customer as well as drive a focus on good product images. I made sure this experience matched whether the customer viewed on their desktop or mobile device.

About the project:

Sandals sales were a great source of revenue for FootSmart. Each year they created a marketing campaign focusing on sandals. A dedicated online marketing page was created to help drive customers into pre-determined marketing sandal categories. The design focused on high-quality visuals and simple navigation.