Tradehome Shoes Website
Role Art Direction • UI / UX Design • Content Project Website Redesign
Objective |
Challenge |
Update existing website and encourage site visitors to shop in-store.
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The old Tradehome website lacked cohesion and a consistent brand message. There was an excess of navigational items, mis-alignment issues, multiple fonts and the entire site was overall slightly confusing. The company relies on promos to bring customers in-store, but there was no messaging on the site to encourage in-store visits. An additional challenge was that the old site was not set up as an e-commerce site, which was not clearly communicated on-line.
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Old Website
Approach |
Overall Outcome |
Tradehome has been a trusted shoe store since 1921 with multiple locations around the U.S. I wanted to create a new and thoughtful art direction, as well as friendly and seasonal messaging. New copy, brighter colors, dynamic photography and large store locators were simple solutions to their challenges. Additions of a layout grid and section headers helped to clean the site up.
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A slider with seasonal photos and headlines made the site feel fresh every time a customer visited online. Multiple store locators were sprinkled around the site, making it clear that customers should head toward a Tradehome location to shop. The new site feels more current, especially for a store that has been around for almost 100 years.
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