Who is SOLE.
With over six million pairs of footbeds sold and $100 million in revenue since 2001, SOLE is the leader in premium, over-the-counter customizable footbeds.
Born in Vancouver, Canada, SOLE is an eco-minded active lifestyle footwear brand. Always aiming to improve quality of life, the SOLE culture is oriented around community, sustainability, pain relief, and looking for new ways to accomplish traditional business goals.
Customer loyalty and satisfaction are the most important things a brand can develop. SOLE makes products with the customers’ activities and lifestyles in mind to make sure the product exceeds their expectations.
SOLE’s mission.
SOLE seeks to be the premier footwear brand in the comfort and sustainability movement reaching multiple channels.
Target market.
Age: 25- 65
Location: Urban/Suburban
Household Income Level: $50,000+
Interests: Outdoor activities, travel, and city roaming
Attitudes: Like innovation, sustainable, comfort, etc.
Values: Products with a purpose
Lifestyles: Enjoy shopping to equip their hobbies, want to look good
Total available market
Global footwear sales across all channels and demographics.
SOLE’s goal is by 2025 to grow the brand to the total potential served market target.
List of issues
IA
User control
Visibility
Flexibility & standards
Engagement & efficiency
Visual hierarchy
Product presentation
Consistency
Precision & accuracy
Skills & Roles
Heuristic Evaluation
Customer insights & ideation
Experience Strategy
Interaction Design
Information Architecture
Prototyping
Wireframes
User Interface Design
Usability Testing
Project Management
Leadership
Accessible
Consistent
Fast
Engaging
To create an effective and extensible navigation system, I had to understand the possible navigation components and styles that support both business needs and users’ tasks and capabilities.
Make navigation accessible and discoverable
Help users quickly understand what’s available and select the right section
Desktop
The site offers 4 links in the top horizontal navigation and list of product categories in the vertical navigation.
The number of categories was determined by what makes it easiest for people to discover and access information.
Hover-Activated Menu on Desktop serves an important role in providing almost immediate access to a huge range of choices.
Mobile
My goal for Mobile navigation was to form smooth user experience. I applied the Drawer navigation that should save page display space and allow users to focus on the current page.
Many people rely on browsing to discover what products are available and which best suit their needs. Usable homepages, category pages, and listing pages are critical to the browsing experience.
Streamline users’ path to products by providing clear, differentiating product information at all levels — from the homepage to product listing pages
Welcoming, informative homepage
Homepages are the first introduction to a site and the range of products or services sold. For e-commerce, the homepage should expose the main product offerings and enable users to start shopping.
Clear Product Organization
Navigational options and product categories need to be clear, with labels that make sense to users on their own, as well as in relation to other options on the site. Users must be able to quickly understand each category, and how it differs from the others in order to decide where to click.
Collections list & Collection page
Working on Collections list and pages I made several objects in the layout prominent and attractive, following the law of concentration which will catch the key zones like menu, call-to-action, and an image presenting the product.
Visual hierarchy is one of the vital strategies that enabled to create an interface containing many elements visually grouped and divided in a way which is digestible for human memory.
Carefully prioritizing the content, I divided the objects on the page into groups of primary, secondary and tertiary importance, with the intention to help users and make navigation through the interface more natural.
Extensive filters menu
The “Shop By” is a tool for narrowing down search results. It helps users to choose a product based on the user’s chosen activity, shoe type, and product material preference.
This feature was born out of consistent feedback from customers who were in need of assistance in choosing the best product for their needs.
Designing the relationship of product and human, I aim to help users to attain their goals.
Personal Shopper
Driven by sincere intention to help users find their ideal product, I created the SOLE personal shopper, a website feature designed to offer a list of recommended products for a particular user based on their answers to six simple questions.
User control & Error prevention
Flexibility and efficiency of use
Consistency & standards
Accomplishments
Home page
Shopping cart
Payment gateway
Product catalog
Order management
Products reviews
Wishlist
Product customization