Optimizing The OOFOS Shopping Experience

Scope

I led design and accessibility for OOFOS's recovery footwear storefront. The site was losing shoppers at key points in the funnel and carried ADA violations that put the brand at legal risk. I partnered with the strategy team to prioritize fixes across the shopping journey, then validated each change with A/B testing.

Role

Timeline

Product Designer

9 Months

Contributions

UX Research and Audit
UX and Visual Design
Design System Components
A/B Testing and Accessibility

Impact

48% increase in total sales
43% increase in returning customer rate
14% increase in average order value

Problem

Shoppers Dropping Off
A Brand At Legal Risk

The audit surfaced two problems at once. Rigid page templates and thin product pages were losing shoppers at the highest drop-off points, while ADA violations across the storefront left OOFOS exposed to legal risk.

Solution

Quick Wins First Compliance Throughout

I built a phased roadmap with the strategy team, starting with high-impact, low-effort fixes on the pages losing the most shoppers and resolving accessibility violations in parallel. Each phase built on the last.

Product List Pages That Pull Shoppers Deeper

Redesigned product cards and lifestyle imagery on category links let customers see products in a real-world setting, moving them further into the conversion funnel.

Before

After

Gallery-Style Product Pages With Video

Rebuilt the top of the product page around an immersive gallery with video and image-based color swatches. I also convinced the client to shorten product names across the catalog, improving SEO.

Before

After

Full Product Pages That Build Credibility

Added net-new sections below the fold, from product technology and awards to reviews and FAQs, giving shoppers the proof they need to buy with confidence.

  • Flexible Collections

    Expanded from two fixed collections to a flexible two to six, so the team can merchandise to specific audiences.

  • Tabbed Best-Seller Carousel

    Replaced a single product row with tabbed carousels and a redesigned product card for deeper discovery.

  • Mini Cart With Size-Matched Upsells

    Brought the mini cart in line with the brand and added upsells matched to the shopper's size before checkout.

  • Account Dashboard

    Customers can now track packages, reorder products, and update their account in one place.

  • Size Guide

    Each shoe and apparel type fits differently, so I created a size guide template for each one.

A/B Tested And QA Tested Before Every Release

Released in phases, A/B testing each major component against the existing experience. Detailed specs and design QA across devices and breakpoints caught issues before production, and early results showed no dip in baseline conversions.

Impact

Lower Risk, Higher Sales, Loyal Customers

48% increase in total sales

43% increase in returning customer rate

14% increase in average order value

Conclusion

Turning Legal Risk
Into Long-Term Growth

Pairing urgent ADA fixes with high-impact UX improvements turned legal risk into sustainable growth. Exceeding every sales and conversion target earned a multi-year retainer, where I continue to optimize the OOFOS storefront.

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