industry - fashion
Payless

Payless ShoeSource is the largest specialty family footwear retailer in the Western Hemisphere, offering a trend-right and comprehensive range of everyday and special occasion shoes and accessory items at affordable prices for every member of the family. Founded over 60 years ago, Payless employs more than 18,000 associates worldwide today.

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THE SITUATION

Following a poorly-executed mobile redesign that resulted in Payless reverting back to a legacy design, the company partnered with Blue Acorn to take a data- driven approach to a new mobile site. At 60%, the company’s mobile traffic allocation is significantly higher than industry average, making the mobile experience paramount to achieving ecommerce success. In 2016, the company moved onto a new platform with a new design and found that the new site was not winning through A/B testing. Overall site conversion was down, but no one knew why. The initial creative agency took a loose approach to the design process, relying heavily on feelings and suggestions rather than testing and data, leaving the Payless team hesitant to move forward.

THE SOLUTION

Blue Acorn fostered a collaborative relationship from the onset of the project. By helping Payless discover valuable components in the previously executed work, Blue Acorn proved an investment in the best combination of approaches to create the best possible user experience. Through Google Analytics, Blue Acorn identified pain points across the funnel and paired that with qualitative feedback from UserTesting.com to create maps that visualize the customer journey from initial interaction to checkout. The Blue Acorn design team introduced the idea of phasing the design and testing new features, allowing for adoption periods and time for testing to identify potential issues. At the beginning of the partnership, the company was hesitant, but data provided proof that design ideas would deliver positive change to key performance indicators without using a one-size-fits-all approach.