Why a redesign for Wolverine World Wide?
(Unsolicited)
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 break down 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
Heuristic Evaluation
I did a quick break down 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
Sketches & Wireframe
My first wireframe was an epic fail! I had used my favorite paper sketch but when I revisited my whiteboard I realized that I needed to to restart. I did the following:
I expanded on the slideshow from the original site to reduce a click and make it easier to get to the brand's information and store.
I used part of Wolverine's welcoming career site to make it easy to search for a position from the landing page.
The corporate pillars replaced news so that viewers could go directly to the company's corporate responsibility site, which echos the company's culture for job seekers.
Failed Attempt
Second Attempt
Persona & Journey Map
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 from interviewing a few friends.
Job seekers look at the corporate site
They have limited time
They look for company culture and benefits before applying
Click to view detail
Click to view detail
A/B Testing
I test my design against the original using a small A/B test with some online shoppers and job seekers who I know have not visited Wolverine's site. I would have liked to involve investors, but my time constraint did not allow it. The redesign was only slightly more successful than the original, which surprised me. Participants liked the open feel of the original. With my next iteration I went for a lighter feel.
Learned
Not knowing the company's priorities and constraints was a challenge for me. I found I prefer working with restrictions.
Next time I will give more weight to the overall style and feel when creating something instead of solely focusing on usability. The psychology of color is so essential and is something I am continuously learning.