INDUSTRY:
E-COMMERCE, FASHION
CLIENT:
ALDO SHOES - CALL IT SPRING
YEAR:
2013
ROLE:
UX/UI INTERACTION DESIGNER
Call it Spring FW13
about.
To align with the brand’s seasonal creative direction, Call It Spring refreshed its online presence for the Fall/Winter 2013 campaign. The project focused on updating the website’s visual identity while maintaining its existing structure, ensuring the design evolved to support seasonal product marketing.
We collaborated closely with marketing, product, and development teams to ensure the design and functionality met user needs while supporting seasonal product campaigns with bold, creative imagery tailored to Fall/Winter storytelling.
target users.
Understanding our target users—young, trend-conscious individuals seeking affordable, stylish footwear—was foundational to the redesign. Our goal was to create an intuitive and visually compelling experience that aligned with the Fall/Winter campaign. By leveraging CMS data, user feedback, and click analytics, we identified key strengths and areas for improvement to better showcase seasonal products, drive engagement, and support sales.
#GenerationSpring
research methods.
Engaged in cross-functional collaboration with marketing, product, and development teams, we conducted extensive user research—including click-based testing and heat map analysis—to understand the preferences and behaviors of our target demographic.
concept development.
Created digital design assets that reflected the outer-space theme and appealed to the 18-25-year-old audience.
Coordinated the photography direction to maintain a coherent and consistent style across the website.
Updated the website’s visual appearance by refreshing photography and copy content while maintaining the existing structure
Aimed to evolve the website to better reflect the brand and adapt to seasonal product marketing.
blog.
Maintained the brand blog as a platform for visual storytelling, drawing inspiration from Pinterest’s aesthetic. Implemented a mosaic-style photo collage grid to showcase photography and post excerpts, creating an engaging and cohesive expression of the brand’s identity.
newsletters.
All newsletters took an image-based approach with the same high-quality imagery and content as the web experience, making them easily identifiable. Some newsletters included GIF animations, enhancing their interactive appeal. You can view a sample live through the links below.
final designs.
Below are some other examples of the final UI. Updated the website’s visual appearance by refreshing photography and copy content while maintaining the existing structure. Aimed to evolve the website to better reflect the brand and adapt to seasonal product marketing. The final UI showcased a seamless blend of the outer-space theme with user-centric design elements. High-quality imagery, consistent styling, and responsive layouts ensured a cohesive and engaging user experience across the website, newsletters, and blog.
