In just under two years, we completed the ultimate e-commerce assignment: migrating all 15 of footwear giant Wolverine Worldwide’s brands to Demandware, an enterprise e-commerce platform. We successfully re-architected, re-designed, and launched each site on time and on budget. As digital partners, we worked with each brand's team to create a unique series of sites that have an incredibly strong, shared foundation.
Creating a network of flexible pages was essential to fully execute each brand’s differing vision. Since the portfolio includes everything from army boots, to running shoes, to casual lifestyle footwear, these sites had to be considered and customized to fit brand and consumer priorities. Simply put, our system put into practice had to be greater than the sum of its parts.
We architected hundreds of pages of wireframes for the system, and created spaces for brand customization throughout. With each brand’s aesthetic applied, we were able to create a branded experience from homepage to cart.
Each brand has vastly different target demographics and needs—a biker buying new Harley boots approaches a website differently than a tween on iPhone customizing Chacos for Coachella. For some brands, the focus was social—the value of their community is something that can’t be bought. For others, it was about education and way finding—providing users with the tools to access exactly what they’re looking for.