TOMS Website RedesignTOMS replatformed from SFCC to Shopify, a leaner and more agile 💃🏻 solution for their business. What started as a lift-and-shift morphed into an opportunity to enhance their experience to appeal to their updated persona— The Compassionista. ✨
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How might we design a Shopify storefront for a well-known brand with decades of brand equity and loyal customers while also pushing the envelope to appeal to newer audiences.
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Mobile traffic for TOMS was already higher than industry standards, accounting for roughly 85% of all traffic. The replatform needed to maintain mobile-first design and increase the conversion rate, which hovered at the 1.9% industry benchmark.
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Lead UX Designer running Discovery workshops with the TOMS team, creating wireframes, and collaborating with a team of developers, business analysts, and creative designers.
Discover & Define
TOMS has decades of business practices and data to learn from. The challenges in Discovery were to dig through all the data and find the pieces that were relevant to the experience (think international shopping behaviors and how users expect to be automatically rerouted to their relevant store) and unpacking the maze of customizations that were done in SFCC and how to carry those experiences over to Shopify.
I used a TOMS-defined persona— the Compassionista, data on current site usage, and competitive analysis to drive multiple workshops with the TOMS team to come to a mutual understanding of the direction of the new site and its features.
Workshops with Stakeholders • Analytics Ingestion • Feature Set Documentation
Substantial amounts of discovery artifacts are not included here as they contain sensitive business information.
Design & Deliver
I was responsible for the wireframes, which went through substantial collaboration with a team of developers and business analysts before seeking feedback & approval from the TOMS team. Attention to integration and interaction details were captured in notes off to the side of the wireframe that ultimately fed into my final annotations.
Wireframe • Final Annotations
Final Impact
Not only did TOMS replatform to a leaner CMS, they also chose a Headless option, which allowed freedom for our teams to curate the perfect front end experience. A small downtick on traffic was offset by an increased conversation rate, especially on mobile, where it now averages well above the industry benchmark of 1.9%, coming in at a steady 2.2%.