Why a redesign for Wolverine World Wide?
Unsolicited - Personal Study Project for Educational Purposes
Customers, career seekers, and investors need to know immediately what Wolverine World Wide does when they land on the company’s corporate page. The page needs to be mobile-friendly with easy access to the most sought-after information.
Who are they?
This is Wolverine World Wide’s landing page at the time of my redesign. Looking at this I did not know instantly what Wolverine World Wide does and who they are.
Company Landing Page Goals
Attract quality employees
Create brand awareness
Attract investors
Heuristic Evaluation
I did a quick breakdown of what I thought was working and what could be improved. Below are items I wanted to work on.
Increase brand visibility
Increase ease of use by reducing clicks
Make the site inviting for job seekers
Give a feel of corporate culture on the page
First Attempt
Sketches & Wireframe
My first wireframe was an epic fail! I based it on my favorite paper sketch but when I revisited my whiteboard I discovered I had missed the mark. In the second iteration I did the following:
Expanded the slideshow from the original site to reduce a click and make it easier to get to the brand's information and store.
Used part of Wolverine's welcoming career site to make it easy to search for a position from the landing page.
Used the corporate pillars from Wolverine’s sustainability website to replace the news area so that viewers could go directly to the company's responsibility site, which echoes the company’s culture for job seekers.
Second Attempt
Persona & Journey
I hadn't made a persona or journey map for a job seeker because I know many people looking for work. When I revisited my whiteboard, I realized my first design had forgotten the job seeker. I created these artifacts by interviewing a few friends.
Job seekers look at the corporate site
They have limited time
They look for company culture and benefits before applying
Persona
Journey Map
A/B Testing
I test my design against the original using a small A/B test with 6 online shoppers and job seekers. I would have liked to involve investors, but my time constraint did not allow it. I learned:
My design was preferred by 4 out of 6 participants
2 participants chose the original due to its open feel
The design was successful, the users know what the company does quickly.
Second Iteration
Learned
I need to be more mindful of the emotional feeling my designs create.
In my next project, I will make sure that I know my idea is a solution to my “How might we” questions before starting to wireframe.
I was surprised at how many elements from the company’s existing sites I used, which is an excellent reminder that there is no need to reinvent the wheel.
