Red Wing Shoes Redesign Concepts for Women and B2B Partnerships
Role
UX, Visual Design & Prototyping
Prospective Client
Red Wing Shoes (Shift7 Digital, formerly Siteworx)
Year
2015
For a large-scale pitch, I designed three concepts for Red Wing Shoes whose core customer base has long been blue-collar, predominantly male workers: a new women's-focused marketing page, a reimagined product detail page built around the brand's core durability promise, and a B2B catalog concept for corporate partnerships.
Impact
Designed all three concepts presented in the pitch — women's landing page, product detail page, and B2B catalog — spanning new audience strategy, product storytelling, and a B2B business opportunity
Proposed an interactive "boot wear" slider tying the product page directly to the brand's core durability claim
A Women’s Landing Page
The brand had no real presence for women shoppers, so I started from scratch: gathering layout inspiration from across the web, screenshotting components that stayed product-focused while still feeling editorial. Getting the balance right between product-only shots and products-in-action imagery was central to the page working at all.
Layout inspiration and my women's landing page mockup.
Women's landing page, continued.
Women's landing page, continued.
Reimagining the Product Detail Page
The brand's real differentiator is durability — boots that hold up under the worst working conditions — but the existing product page did nothing to show that off. I designed a "boot wear" slider that lets a shopper drag to see how the boots age over time, turning an abstract durability claim into something tangible and interactive.
Beyond the slider, I made sure care instructions, specs, and reviews stayed prominent — supporting the same brand promise the slider makes visually, just in more practical terms.
Boot wear slider concept.
Product detail page mockup.
Product care.
Product reviews.
Product specs.
A B2B Angle: Corporate Partnership Catalog
To round out the pitch, I proposed a digital answer to a process the client was still running offline: corporate partners like Corning issue employees a paper voucher to redeem for footwear. I designed a partner-branded online catalog instead — letting employees browse and select from options specific to their partnership, without the paper handoff.
B2B company catalog page concept.