What Do You Stand For?
Designer Shoe Warehouse (DSW) stands as a prominent American retailer, offering a vast array of designer and name-brand shoes alongside fashion accessories. With over 500 stores nationwide and a thriving digital commerce presence, DSW is a leader in the footwear industry.
During IBM's tenure as DSW's Digital Agency of Record, I served as the Art Director overseeing all design endeavors. Collaborating closely with DSW's sales, marketing, and product teams at their headquarters, I fostered direct relationships with senior leadership, yielding remarkable omnichannel commerce results. Our efforts resulted in a 51% increase in mobile device sales, catapulting DSW to the top spot as the #1 omnichannel retailer with a flawless score in both 2017 and 2018.
Discover Brand Purpose and Unlock the Audience
The potential of this groundbreaking technology was truly extraordinary—it enabled us to pinpoint and emphasize the most significant themes and arguments within the algorithm, granting each user a voice that resonated authentically and profoundly. The outcome was a genuinely transformative experience that empowered and galvanized a new generation of users.
Our journey commenced with a comprehensive omni-channel strategy and a meticulously crafted 2-year roadmap aimed at refining and interconnecting various touchpoints, including the website, mobile app, social media, and in-store interactions.
Transforming DSW was no small feat; it demanded a fresh and innovative perspective. I embarked on a thorough reevaluation, scrutinizing every aspect from brand messaging to interactive experiences. It became evident that a complete overhaul was necessary to foster deeper engagement with their customer base.
I crafted a fresh, fashion-forward visual style and messaging direction, emphasizing quality and style over mere deals. Simplifying the shopping experience was key—I aimed to make it more intuitive and inventive. This involved developing new systems and technologies to ensure seamless shopping across all channels, from in-store to online.
My approach not only breathed new life into the DSW brand but also raised the standard for the entire retail landscape. By prioritizing innovation and customer engagement, I curated a shopping journey that was both distinctive and delightful. I take pride in my achievements and eagerly anticipate further innovation and boundary-pushing in the retail realm.
Customer-Centric Commerce Features
The revamped site boasts a mobile-first design, introducing fresh shopping avenues such as buy online/pick up in-store, integration of the True Fit size confidence API, and a streamlined checkout process, alongside an enhanced loyalty and rewards platform.
I spearheaded the team in optimizing the checkout process for speed and simplicity, offering customers the flexibility to choose between in-store pickup and shipping.
Our redesign enriched the digital shopping experience with various new features. Inventory visibility now allows users to check the availability of their favorite styles for swift pickup at local stores. Additionally, the site introduces innovative supply chain capabilities, transforming all 500 stores into eCommerce hubs for shipping and returns.
SIDE PROJECT
Standing Together.
When DSW aimed to introduce their fresh brand perspective to affiliate brands, they sought an experience that would linger. I orchestrated the development of an original experiential marketing campaign, inviting brand leaders to engage in an interactive art installation. Each participant was tasked with firmly planting their foot and asserting their beliefs. This poignant symbolism served as a poignant reminder of the significance of conviction and the necessity to stand steadfast in challenging times.