Optimizing First Impressions: Smartwool Homepage UX Overhaul

Working closely with a seasoned UX Researcher, Kit, we conducted a heuristic analysis specifically targeting the mobile view with a mobile first design approach in mind. This revealed two standout issues with the existing homepage design:

1. Lack of Clarity on Product Offerings: While Smartwool is most commonly known for their socks, their portfolio boasts other great products. New users found it difficult to understand Smartwool's portfolio until they reached the very bottom of the homepage. This lack of immediate clarity was a barrier to engagement and conversion.
2. Cognitive Overload: The homepage presented too many options without a clear, guided direction. This cognitive overload made it difficult for users to navigate and find what they were looking for, potentially causing frustration and drop-offs.

After the Heuristics study was complete and presented to the Smartwool ecommerce leaders, it was approved for UX to work on an updated homepage recommendation. We supplemented our heuristics findings with competitive research. Kit began by analyzing direct competitors. Key insights included:

• Bold Imagery: Users appreciated Smartwool’s bold, vibrant imagery, which helped convey the brand’s adventurous spirit.
• Social Impact Messaging: Competitors successfully communicated their social impact initiatives, which resonated well with users. We recognized an opportunity for Smartwool to enhance their own social impact storytelling on the homepage.

Based on the findings from our heuristic analysis and competitive research, the following UX recommendations were proposed to enhance the homepage experience:

1. “What’s New” Products:  Placed in the second section of the homepage, this carousel highlights the latest additions to Smartwool’s catalog. By addressing the challenge of unclear product visibility, this feature allows users to quickly browse a curated selection of new arrivals, fostering engagement and discovery.
2. Featured Collection: Further down the homepage, I proposed adding a dedicated “Featured Collection” section. This area showcases additional product cards, spotlighting specific collections or seasonal offerings. By incorporating this section, users gain exposure to a wider range of products directly on the homepage, enhancing the portfolio’s visibility and guiding them toward tailored recommendations.
3. Streamlined CTAs: We proposed reducing the number of calls-to-action (CTAs) to minimize cognitive overload. In line with current social trends, an easy way to achieve this was to move away from emphasizing gender-based shopping categories through CTAs. Instead, a single CTA directed users to a pre-filtered Product Listing Page (PLP) with options to sort by gender and other criteria, encouraging interaction with filters. Previous studies on product filtering showed that users who engaged with filters were more likely to convert, this was a strategic move to drive conversion.
4. Bold Imagery and Social Impact: The homepage redesign continued to showcase Smartwool’s bold imagery throughout various areas, drawing attention to the brand’s adventurous and playful aesthetic. With a nod futher down the page to Smartwool’s commitment to sustainability, even though direct conversion impact from this element has been difficult to measure. Our research indicated that having this information readily visible was important for building trust and brand loyalty.
5. Smartwool Guarantee: To build consumer trust and reinforce brand reliability, highlight Smartwool’s warranty guarantee prominently on the homepage. Including a clear message about the brand’s commitment to replacing products ensures users feel confident in their purchase decisions, knowing the brand stands behind its promises.

Combined, these updates create a more dynamic and engaging browsing experience, optimizing product visibility, educating users about Smartwool's environmental impact, and foster trust and loyalty among consumers.

Together we created a deck to showcase the process from beginning to end with which included high fidelity protoypes. This we presented to the brand leadership and shared to further explore the prototypes and refer back to as they decided what and how to implement strategically with their marketing and design teams.

High fidelity prototypes: Mobile | Desktop