Naturalizer Rebrand
The Project
Naturalizer reimagined itself in 2017 with new product lines, a new look and a whole new customer target. My job was redesign the website to entice a new demographic while still embracing our current demographic. This meant a comfortable, consistent experience our customers have known to expect for 90+ years.
In an effort to capture and excite a younger shopper, we analyzed the US and Canadian websites. I used a whiteboard to show the routes our shoppers took when purchasing on the website. I wanted to highlight where it deviated from what we wanted or what we thought our shoppers would do. Once, the team was aligned on the research of where we were at that moment, we could start discussing where we would go in the future.
Naturalizer’s new branding depended on storytelling integrated throughout the shopping experience. We used the success and failures of the current storytelling and wove that into the plan for the website’s new layout. Our goal was for the stories to feel natural for the customer and not add layers of confusion.
The ethnographic research and website analytics showed that Naturalizer shoppers are extremely interested in the different colors of each product. We added color swatches closer to the product on the results page. As a result, we saw an increase in time spent on the results pages and an increase in product page views. Ultimately, this led to more shoppers adding products to their cart.
The Solution
We wanted to match the new branding’s clean look so we simplified the typography and UI to let the products and photography shine. We followed the customers’ feedback and removed elements they weren’t interested in - a lot of this happened on the Results and Product Details pages.
