On the 26th March 1999, Sneakersnstuff (SNS) was established in Stockholm by Erik Faherlind and Peter Jansson, who turned their passion for sneakers into a global business. Internationally known, Sneakersnstuff is the company that has placed Sweden on the world map of sneakers and now holds one of the leading position in this industry. Due to its many collaborations, with brands such as Reebok, New Balance and Adidas, SNS has now more than 200 employees and seven stores around the world.
The basketball market is constantly evolving, whether in the United States, or in other countries, for all genders. According to the Financial Times, the overall sneaker market is valued at 55 billion USD, which is equivalent to Kenya's GDP (gross domestic product). Today, its popularity exceeds anything imaginable, with more and more coveted pairs or unique streetwear pieces. Therefore, brands want to please consumers, by unveiling a wide range of new models (limited or not), new collaborations or new re-editions to be nostalgic about the good old days. Additionally, to that the e-commerce market was growing by 20,7% with 2.930 billion USD spent alone in 2018. The only downside to this fast evolving market is that the competitive pressures are intensifying due to constantly changing demands, whereby the appearance of new players is a key element.
For this e-commerce interface redesign project, I worked as an UI Designer setting up an user-centric design process. This approach has been adopted from the research phases: audit, competitive benchmark, analysis of the sneakers / streetwear market, evolution of the user experience on e-commerce sites, to the ideation with reflection on user journeys, on the implementation of new functionalities and new editorial content to meet business expectations. Furthermore, I also ensured the application of good UX practices and compliance within existing conventions.
An overhaul of the Sneakersnstuff.com website in response to a strategic approach aimed at engaging new segments of the existing target group (users who are passionate about sneakers). In addition, due to a very competitive market, I wanted to enhance the strucutre. In doing so, I choose an adaptable content that allows the users a better accessibility of the available contents/products in order to improve their shopping experience. This design was focused more on the mobile interface for consultation purposes.
A competitive ergonomic benchmark has been set up. Among the sneaker/clothing resellers sites that were studied, we found the folliwing brands, represent the highest competition: End., Footlocker, Courrir, JD Sports, Size ?, Solebox, Footpatrol, Shinzo Paris or Hanon. The main points that emerged from this study are:
- Agreed upon uses of certain functionalities, such as finding products, creating accounts, shopping cart, etc..
- A desire for the majority, to promote sneakers as a priority, whether it is new products, promotions or collaboration
- An optimization of the contents presented on mobile devices, with very fast loading times allowing a smooth navigation
- Very little storytelling/offers made that could lead to better consumer loyalty.
Site viewing habits continued to move towards mobile. In fact, more than half of the time spent on the Internet is now done via this terminal. A point not to be overlooked when designing interfaces is that, thinking in mobile first is becoming one of the bases of the reflection to be integrated from the start. However, the computer is not left out, with still three-quarters of users aged 16 to 64 connecting to the Internet via a laptop or desktop computer. Based on my research work and observing the key elements that should appear on the main pages, I first did zoning work, then a mock-up in the form of wireframes for the entire acquisition tunnel to be able to rework the experience.
The interface structure has been very carefully designed, anchored on a grid of 24 columns giving plenty of flexibility. It splits the general part with the logo and sections, from the more personal experience, by grouping the profile, shopping cart and the personal search together. This allows access to content that responds to these different functionalities in a partitioned manner in order to activate the appearance of elements at different levels.
The listing and product pages also had to be reworked, putting more emphasis on the visualisation of the products, allowing images to take up more space on the entire page.
A thoughtful design, produced from end to end to be the most efficient on mobile.