Foot Locker Home & Landing Page Refresh
To increase click-through and conversion, collaboration with the UX/UI and merchandising teams helped play an extensive role in enhancing underperforming pages across the Foot Locker brands. Along with a visual design initiative to present content in a consistent and organized structure, these pages performed above expectations and drove in key revenue. Improvements were made not only to the content hierarchy but also to the visual layout and design strategy.
Page Views +41% | Conversion Rate +45% | Page Clicks +35%
*Compared to 2019
Role: Design Manager & Lead Designer | Designer: Alyssa M. | Merch: Stephanie S. | UX/UI: Colin B.
Previous Layout
Generously Sized Images
Missed Real Estate Opportunity
Desktop-first Design
New Layout
Mobile-first Design
Optimized Visual Content
Data-driven Hierarchy
Homepage Graphic Enhancement
To optimize the visual content output, we had to rethink the design strategy. In some cases, more time was spent on design than the shelf life of the graphics. We developed a test with 3 simple things in mind…make the product the hero, use a consistent design strategy, be efficient. Compared to overly elaborate content and inefficient designer bandwidth, we found that this new method performed exceptionally in all categories.
Revenue per visit +2% | Conversion Rate +3.1% | Engagement +.5% | Designer bandwidth +20%
Role: Design Lead | Designers: Alyssa M, Scott D, Dua X.
Email Design
A refreshed look and consistant styling were the key enhancements made to the Foot Lockers Inc. emails. My team created an extensive library of shares assets to ensure emails were ADA compliant, user-focused and on-brand with every campaign, program and visual center. With this, the design team was able to create over 200 emails a month while producing highly elevated design.
Role: Art Director
Cabot Microelectronics Nasdaq Creative
Role: Design Lead | Creative support: Charles S.
Economics Firm Site Design
Below is a complete redesign of the website utilizing original content can creative directional elements. The request was to create an elegant and sophisticated experience while maintaining website management through internal resources. The result was an eye-opening introduction followed by a consistent and sophisticated site experience to mirror the values of the brand.
Role: Design Lead | 3D rendering: Nick B. | Development: Charles S.
Check it out! www.epsiloneconomics.com
Kmart & Sears ToyBooks
Role: Sr. Designer | Creative Director: Leo K.
“Amazing!! This catalog is considered the best in the industry by Mattel and Hasbro”
Sears Apparel Digital Catalog
The sears apparel catalog was a key player in driving core business to exclusive vendors. This content reflected the upscale look of the product
while providing a clean and organized customer experience.
Role: Sr. Designer | Creative Director: Leo K.
Kmart Pharmacy
As the design lead for Kmart pharmacy, my team and I developed various
collateral for flu season, medicare enrollment and many other programs. Our creative followed the current trends of the overall Kmart brand while pushing impactful design to distinguish the pharmacy business. Working with partners, we developing new characters to help engage our consumer’s with a more fun experience.
Role: Design Lead | Creative Director: Oscar D.
