INDUSTRY:
E-COMMERCE, FASHION
CLIENT:
ALDO SHOES - CALL IT SPRING
YEAR:
2014
ROLE:
UX/UI INTERACTION DESIGNER
Call it Spring SS114
about.
Call it Spring has always thrived to stay ahead of the curve with its innovative products, marketing strategies, brand development, and design. The creative direction is distinctively bold and beautiful, and the SS14 collection was no different.
target users.
Understanding our target users—young, trend-conscious individuals looking for affordable, stylish footwear—was foundational to our redesign.
Our goal was to create an intuitive, visually appealing experience. Leveraging CMS data, user feedback, and click analytics helped us pinpoint strengths, gaps, and improvement areas to boost engagement and sales.
e-commerce analytics.
Conducted extensive surveys and questionnaires, click-pattern analysis (including heatmaps and click-through rate), and data evaluation to assess the effectiveness of newsletters and website campaigns and competitive analysis highlighted key market trends. Used insights to inform iterative design improvements.
concept development.
Collaborated closely with the Design Director, Marketing, and Business teams to ensure the concepts aligned with the brand’s bold, vibrant aesthetic and strategic goals.
Added interactive carousels and expanded product listings on the Accessories Page to showcase a broader range of items, boosting engagement.
Another goal was to have a layout that would feature more products, be flexible, and still look good when certain sections were hidden, demonstrating modular design principles.
Explored wireframes and repositioned elements to ensure visual hierarchy and clarity, guiding users naturally to key products and CTAs.
Analyzed user click behavior to determine where CTAs were most effective, applying user-centered design principles to improve engagement.
Below are some initial wireframes created in Axure as a study to help us visualize our solution until deciding on a final direction.
final high-fis, layout & features.
The SS14 collection theme was 8-bit, which influenced playful visual cues and interactive exploration while maintaining readability and flexibility. After validating the concepts, I created Axure wireframes and high-fidelity mockups that evolved into the final templates. Key updates included:
Optimized and shrunk feature sections to fit more products to highlight promotions and seasonal products.
Redesigned Accessories Page with broader product listings and interactive carousels, boosting engagement.
Men’s and Women’s Landing Pages tailored for a more personalized browsing experience.
Strategically placed CTAs informed by user click behavior, improving navigation and conversions.
The pages were designed as dynamic templates capable of evolving with campaigns, demonstrating flexibility and adaptability. When products sold out, homepage banners and feature sections could be quickly updated. Each refresh was paired with a coordinated newsletter release, ensuring cross-channel consistency and a cohesive user experience.
.visual language & interactivity
The visual language extended the playful 8-bit SS14 collection theme across all interactive elements. I developed 3D-inspired button styles, animated transitions, and interactive cues that brought the brand to life. The design extended beyond buttons: the overall aesthetic — including background treatments and subtle grey-and-white patterns inspired by classic 8-bit textures was carefully considered to maintain cohesion.
I contributed ideas for background patterns, button animations, and other interactive touches, ensuring every element supported the fun, retro vibe while remaining user-friendly. This approach created a consistent, engaging, and flexible design system that aligned with marketing objectives and enhanced the customer journey.
