Cariuma: Homepage Redesign
My Role: Direction, Web & UX Designer, Art Direction
The homepage was redesigned to be easily shoppable, showcasing the product at a category and item level, as well as communicating the product offering is for both men and women. In addition to shopping, it built trust with the customer by showcasing press and social testimonials, and told just enough brand story to communicate the company’s mission without overwhelming the customer.
The overall look and feel was streamlined to feel more elevated and appeal to a broad range of demographics. With a price point higher than some customers may be expecting for a “canvas sneaker from an unknown brand”, it was important that the site look polished to communicate the quality of the product (future improvements would include updating product and lifestyle photography to further this effort).
In addition to the site framework, all images were designed to be responsive without compromising photography or readability. The homepage design was based upon the newly redesigned landing pages, with the goal of reusing modules for design consistency and to reduce coding time.
The page was launched as a test and iterated upon to continually improve KPI’s, measuring mobile and desktop layouts independently.
The project began with a competitive audit. Findings were evaluated for content structure, and rough layouts were created in collaboration with a content strategist.
The final design was tested…
...and re-tested in different orders to determine the flow which had the greatest improvement on KPI’s.
For reference, original Homepage:
