A brand refresh, spearheaded by the marketing team, presented a critical opportunity to elevate the digital presence of TOMS shoes. The challenge was to swiftly and effectively transition the website and its third-party vendors to a new, sophisticated design aesthetic before the brand launch hit social media, ensuring a cohesive and impactful brand experience.

Date: Winter/Spring 2024

Client: TOMS Shoes 

Role: Lead Product Designer

Tools: Figma, Asana, Jira, Adobe Creative Suite
URL: toms.com

Brand Discrepancy
The existing website and vendor integrations were misaligned with the new brand style, potentially diluting the impact of the upcoming marketing campaign.

Target Audience Misalignment
Initial research revealed a design focus on Gen Z, which inadvertently alienated the core demographic of Millennial women.

• Competitive Analysis: Evaluated competitor websites to identify best practices and opportunities for differentiation.
• Collaboration: Partnered with developers to balance design vision with technical requirements

• Performance Monitoring: Tracked conversion rates and engagement to measure redesign impact
• Iterative Adjustments: Implemented data-driven optimizations to enhance site performance and UX

• Elevated UI: Refreshed interface with sophisticated branding to boost engagement
• Design System: Developed documentation and assets for consistent implementation

The project delivered a rebranded website and integrated vendor systems. These updates resonated with the target audience and established the elevated brand identity.

Style Guides
Developed a single design system implemented across all global business entities and third-party partners.

Product Detail Page
Applied updated brand standards to the PDP, improving visual consistency and user experience.

Homepage
Optimized branding on the mobile homepage, encouraging engagement and conversion.

Third Parties
Customized all third-party vendors to ensure brand consistency throughout all global digital experiences.