The Problem

• Users weren’t scrolling or using index to see all marketing stories on the right side

• Negative space between stories contributed to a long scroll

• Page is too busy and users weren’t understanding how to use the page

• To save on dev time, I needed to maintain the split screen layout on desktop

• Banner sizes needed to stay the same because future assets were already created

The Process

• Ideate on how the ideal page would function

• Wireframe the ideal page and a stripped down version that would solve some immediate problems

• Iterate different versions and instances

The Solution

• Since users read from left to right, I put the main call to action on the left side

• Lightened up the background to make the page feel less busy

• Created a rotating carousel on the right side that rotates automatically and manually

• Auto rotate pauses when users interact with the shoe

• “Buy Now” and “Customize” options appear on shoe hover

• Added a “Creative Tools” section to highlight tools lost in the nav

• Cleaned up Olapic/social section

Results:

• +30% increase in story click rate

• +8.3% increase in recipe visit rate (Customizer with pattern)

• +165% increase in creative tools visit rate