This is the story of how I led the Fitflop website redesign project and supported the business on their journey of digital transformation.
What I did
User Research & Product Design, Design Leadership
User insights, User testing, video highlights, Interactive hi-fi prototype, Functional spec, Board & keynote presentations
Due to improved site experience focusing on mobile journey, blending content into browsing, and interaction design – read more.
A mindset shift across the business and Fitflop has since matured its UCD capability.
Fitflop was a growing startup, and they had achieved significant growth from their early days in 2007 to 2016. The increase was mainly due (in my opinion) to the strength of the product and proposition. The founder (Marica Kilgore), who had driven a strong customer and brand narrative, had stepped away, and the business was now needing to outgrow its shadow.
In terms of focus, Fitflop had been very much on a sales and acquisition footing. They lacked the experience and resources to research and understand the experience for users or how to design digital journeys. The digital team and broader business had very little exposure to User Experience Design as a practice. The team also lacked experience in digital development and what that looks like when embarking on a website redesign.
Building relationships and evangelising UCD
Influenced and educated marketing, brand and digital teams by sharing and presenting stories that communicated the value of user experience research and design.
Visited local retail vendor to talk to sales staff and understand how they sell the value of the shoes to customers, what customers often ask for.
Conducted interviews and user testing of existing site to understand how site performed and draw any insights & learnings
Poor data picture
Tried to get data picture however analytics was limited to basic sales reporting and there was no insights on customer behaviour.
Visualising a typical customer journey with insights
Drawing on the insights I developed a series of JTBD or customer goals and paired this with business objectives to validate with the business. Creating a common set of objectives was key to establishing a foundation for my design decisions and reasoning.
Customer Jobs to be done paired with brand and business objectives
Journey mapping workshops
Sketching early concepts
Design wall, collating sketches, insights
Interactive Axure High fidelity Prototype demo walkthrough
Video highlight reel of user tests (Video sped up for this post)
Bipolar Emotional Response Technique method; A simple survey at end of user tests to track and measure the sentiment of experience.
This provided reassurance and built confidence in design and brand match.
Survey responses indicating positive sentiment
The design felt fairly intuitive as a retail site, and I had great UX/UI support from the amazing Ahillian. The biggest challenge was the organisational relationships and developing a clear understanding of user experience design. I had to find a way to position and protect the user experience design process from subjectivity. I did this by embedding and working alongside the culture and understanding the relationships that drove the business decisions.
I learnt a lot about working with senior stakeholders and considering the right level of information was. Sometimes the objective truth wasn’t what they needed and could confuse or create unnecessary distractions. So striking a balance of what was vital to share and what could make noise became essential. The result was a fantastic retail website designed and shipped in a phenomenally short time. I would also credit some great colleagues that supported me in what was a very challenging environment
“Danny brought fantastic and such valuable insight to the Fitflop Digital re-platform. His approach to understanding the required customer experience and interpreting it through our digital platform has been first class. Through his presentation, he brought his understanding and approach to understanding customer experience to life in a way that engaged everyone in the team at Fitflop. I hope at some point I will work with and see Danny at work again !”
– Simon Wright, Chief Operating Officer at Fitflop