Industry:
E-commerce, Fashion
Client:
Aldo Shoes - Call it Spring
Year:
2014
Experience:
UX/UI Interaction Designer
Call it Spring SS14
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 UseResponse insights to inform iterative design improvements.
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.
