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.

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.

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.

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.