Kids Foot Locker
Expanding the vibrant in-store shopping experience to the e-commerce platform
CHALLENGE
In the B2C segment, e-commerce is fast becoming the preferred mode of shopping with amazing convenience, great prices, faster deliveries and super responsive customer care centres. Footlocker wanted to improve the web shopping experience for their customers. 
The current in-store brand experience was extremely playful and modern, while the online shopping experience felt dated. With this project, Footlocker aimed at bridging the gap between the two to create a more seamless experience.
CLIENT
Kids Foot Locker via Deloitte Digital
DURATION
9 Months
TEAM
Avantika Agrawal, Ravi Joshi, Nisha Mehta
TOOLS
Interviews, Axure and Sketch App for wireframes, Invision for user testing

Tablet Shopping Experience

Mobile Shopping Experience

The Big Question

How might we expand the playful shopping experience of Kids Foot Locker stores into the online shopping experience?

Our Design Process

Heuristic Analysis

EXISTING DESIGN

PROPOSED INTERVENTION

IA AND NAVIGATION

Contains a deep and broad navigation structure

Progressive and streamlined IA and navigation

NUMBER OF CLICKS

Currently the user is at least 3 clicks away to reach the list page

Maximum two clicks to product list page

One click to buy option

CAROUSEL

1% clicked feature, of those, 87% were the first position. - nd.edu stats by @erunyon 

Use of muse video for spotlight content followed by dynamic cards

COLOR PALLETE

Use of excessive colors creating visual complexity and leading to loss of brand identity

Reflective use of primary and secondary palette to create a visually pleasing layout

TYPOGRAPHY

Lack of rhythm and hierarchy in content details which creates clutter and disharmony

Create type hierarchy with the use of 2 fonts and extended neutral palette 

PAGINATION

Enforces a click to view more products

Dynamic loading of product list

ACCESSIBILITY 

Needs more consideration for special users by adhering to ADA standards

Use of audio and image search to ADA, AA standards

Brainstorming

As part of our brainstorming activity, we called in multiple users of the current Foot Locker site and asked them to create post-its with their desired image of the brand. We then used affinity mapping to understand what the issues were. We divided them into Ideas and Issues. This was then converted to a word cloud.

Users

EXPLORER

Loves exploring a variety of products

Navigation pattern may vary

Makes a buying decision on various parameters (user ratings, popularity etc.)

A kid can be a potential explorer

Due to longer browse times might use tablet/desktop more

INFORMED

Directly types in the keyword

Typical navigation pattern

Most of the time the buying decision is made

A parent can be a potential informed user

Mostly accessed on mobile due to quick usage

Design Approach

Based on our brainstorming sessions, we came up with a design approach that was presented to the entire stakeholder team. This helped us get feedback on our design ideas before we actually built them, and helped save a lot of rework.

MOBILE FIRST

A new approach to planning, UX Design and development that puts hand held devices at the forefront of both strategy and implementation

Mobile devices are now the primary means by which users access web content, and the number of people using sites on mobile devices is supposed to triple within the next year

 

A step towards responsive design 

PROGRESSIVE DISCLOSURE

A design pattern to display advanced functionalities as the user interacts with it

An interaction design technique often used in human computer interaction to help maintain the focus

 

Helps reduce clutter, confusion and cognitive workload

 

Helps achieve minimalistic design 

ICON-IC STYLE

'An icon is worth a thousand words'

 

Use of icons instead of long text makes the website aesthetically pleasing

 

Use of images reduces cognitive load

 

Icons are designed for recognitions

CARD/TILE APPROACH

The use of cards in the UI is an excellent metaphor since they look like real world tangible cards eg. business cards 

Cards divide content into meaningful sections which occupies less screen space

 

Card based design usually relies heavily on visuals, and images act as a strength

 

Good option for responsive design since cards act as content containers that can easily scale up or down 

SCROLL IS THE NEW CLICK

Scrolling is natural and the most efficient way of scanning for content of interest

Faster and convenient

 

Allows us to highlight our content in an fluid, directed motion 

MATERIAL MOTION

Describe function and intention with beauty and fluidity

Inspired from real world forces and motion

 

Smooth and guided transitions which help focus better

 

Micro interactions to acknowledge user inputs

Wireframes

Home page

Product List Page

Product Details Page

Checkout Flow

Home page

Product List Page

Product Details Page

Checkout Flow

Final Designs

Our final designs were a cumulation of all the feedback we received in our design approach. We focused on creating a colourful playful experience for the app, while at the same time maintaining usability.

HOMEPAGE

PRODUCT LIST PAGE

PRODUCT DETAILS PAGE