The_ONES is a concept microsite powered by Zappos that celebrates classic sneakers in a new way. It strives to connect with a younger, trend-focused, and gender-fluid customer base.

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The objective was to create a community that connected users through inspiring stories from authentic and diverse people. The first step was to grow a customer base on Instagram by testing different content. After that, we built a microsite to house all of these stories that utilized Zappos APIs with a unique theme.

The indie streetwear market is super competitive. Creating a distinguishable identity across all channels helped Thelivery gain recognition. Making your own statement is what Thelivery is all about and is what prompted the bold typography and black and white aesthetic.

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After launching several story pages, engagement was up, but we needed to improve conversion. We saw customers dropping off at the product details page and checkout.

We realized we needed to differentiate the experience for The_ONES customer. To do this, we built and tested a themed product details page for The_ONES with components and user experience improvements to highlight the storytelling content.

After launching several story pages, the engagement was up but the conversion was low. We analyzed the customer data, we saw a drop off of customers during the "choose size" and "checkout process".

We realized, no matter what product you’re looking at on Zappos core product pages, your experience is basically the same. While there is something to be said for consistency and familiarity, our hypothesis that what inspires and helps in the purchase decision is very different for each vertical. That set us up to test out a new version of the product details pages, making improvements to enhance story-telling and shopping experience.

New product photography
We replaced existing imagery with a stylized look that was playful, relatable, and relaxed.

New product photography
Replaced existing product photography to test out an updated visual aesthetic that highlights the features of the shoe.

New product photography
We replaced existing imagery with a stylized look that was playful, relatable, and relaxed.
Custom menu
Made collections and stories easily accessible and kept the user focused on The_ONES experience.
Custom menu
Made collections and stories easily accessible and kept the user focused on The_ONES experience.
Visual and gender-specific sizing
Introduced the ability to see out of stock items quickly and receive notifications when back in stock.
Stories + user-generated content
Created a customizable space for content on the product page to create and show inspiring editorial.
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Key Takeaways

Maximizing data and content
The_ONES combined fresh and engaging content with the technical capabilities of Zappos and Amazon. This allowed for detailed recommendations around sizing, products, and fast fulfillment.
 

After launching several story pages, the engagement was up but the conversion was low. We analyzed the customer data, we saw a drop off of customers during the "choose size" and "checkout process".

We realized, no matter what product you’re looking at on Zappos core product pages, your experience is basically the same. While there is something to be said for consistency and familiarity, our hypothesis that what inspires and helps in the purchase decision is very different for each vertical. That set us up to test out a new version of the product details pages, making improvements to enhance story-telling and shopping experience.


Revisit vs. creating new components
Initially, we predefined story templates. However, to support the variety of content needs, we adapted to a component-based structure. We revised components to allow greater versatility by adding in additional parameters.
 
Nesting components
To allow for more extensibility, we added the capability to nest components while maintaining consistency.

After launching several story pages, the engagement was up but the conversion was low. We analyzed the customer data, we saw a drop off of customers during the "choose size" and "checkout process".

We realized, no matter what product you’re looking at on Zappos core product pages, your experience is basically the same. While there is something to be said for consistency and familiarity, our hypothesis that what inspires and helps in the purchase decision is very different for each vertical. That set us up to test out a new version of the product details pages, making improvements to enhance story-telling and shopping experience.

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Below are earlier versions of the The_ONES. We took an iterative approach, built new components, and revisited the UX based on weekly insights.

Phase I
Created a landing page template to house all stories. Allowed for content to be editable within a custom CMS and connected to Zappos product API's.
Phase II
Introduced component structure and optimized content for SEO. Created space for shoppable story pages. Added override functionality to test custom product imagery.
Phase III
Experimented driving traffic from Instagram to custom product detail pages and shopping directly from user-generated imagery.
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Team

HEAD OF CREATIVE STRATEGY

Rosie D'Argenzio

EDITORIAL DIRECTOR

Kelly Lack

LEAD DEVELOPER

Porter Littlepage

LEAD USER EXPERIENCE DESIGNER

Kiley Davis

ART DIRECTORS

Jason Bacher
Lindsay Calhoun

 

hello@kileydavis.com