One of the first assignments my team had after I joined DSW was to reimagine the homepage. We needed to spotlight promotions, trends, and key categories for shoppers in a bold new way.
2009 / Creative Direction, Design
We constrained the project to the homepage as it was the driving path to our most high-demand categories online. The existing landing page (shown below) felt cramped and shy.
Elevating The Loyalty Program
Rewards were the most frequent promotion so we explored more pronounced real-estate for benefits.
Style Changes and So Does Content
Content needed to be dynamic and easy to swap out throughout the seasons, as well as adaptable to inventory.
Many different layouts were considered. We pushed the envelope with large content center-stage.
Where We Landed
We kept things dynamic and gave greater affordance to our promotions. The format optimized page load speed and variability of content needs. Much of the format remains in use today.
Kyle Musch – Design