Retainer

Optimizing the OOFOS Shopping Experience

Redesigning The shopping experience to drive conversions and repeat purchases while ensuring accessibility compliance.

Live Site oofos.com

Designed at The Stable, Part of Accenture Song

Services

UX Audit

Competitive Analysis
Wireframes
Interactive Prototypes

Design System Components
Design QA

ADA Compliance

A/B Testing

Team

Product Designer — TJ Hari
Brand Strategist — Kristen S.
Engineer — Owen D.
Tech Lead — Romain C.
Delivery Lead — Brayden T.

Overview

OOFOS makes recovery footwear with OOFoam technology that absorbs 37% more impact than traditional athletic shoes. When I joined their ongoing retainer, the site had UX friction causing cart abandonment and poor product discovery, along with widespread ADA compliance violations that put them at risk. The site required both UX optimization and full compliance remediation within the constraints of a tight monthly budget.

I collaborated with the strategy team to conduct UX and accessibility audits. We identified critical friction points throughout the shopping journey. I redesigned these key touchpoints to reduce abandonment, increase average order value, and improve the experience for returning customers, 
while bringing the site into full ADA compliance.

My Role

I owned UX optimization and ADA compliance for OOFOS digital storefront over a multi-year engagement.


I led the redesign of product pages, cart flows, account features, and discovery components based on audit findings and analytics within the constraints of tight monthly retainer budgets. I collaborated with strategy and engineering teams to prioritize changes that balanced quick wins with long-term improvements. My challenge was maintaining momentum across a multi-year retainer, continuously identifying high-impact optimizations and validating them through A/B testing to ensure measurable results.

Understanding The Problem

UX and accessibility audits revealed critical issues throughout the shopping experience. Users struggled with product discovery, abandoned their carts frequently, and returning customers lacked an optimized path to repurchase. Widespread accessibility violations excluded users and created legal risk. Unlike a typical project with a defined scope, this was an ongoing engagement requiring continuous prioritization, identifying which issues to tackle each month to maximize impact within tight budget constraints.

Approach

Creating The Product Vision

I created a phased roadmap showing how we'd tackle the most critical issues first while building toward a fully optimized experience. The vision prioritized high-impact improvements 
to product pages, cart flows, and discovery features, with accessibility compliance integrated throughout. Wireframes 
and prototypes communicated the direction for each phase, ensuring stakeholders understood both immediate wins and long-term goals.

Working with the strategy team, I established a prioritization framework based on impact, effort, and urgency. We prioritized areas with the highest drop-off rates, tackling high-impact, low-effort UX improvements first to build momentum and show quick wins. Critical accessibility violations were addressed in parallel to reduce legal risk. The improvements would compound over time, ensuring each optimization built on previous work. A/B testing was planned for major changes to validate decisions before scaling across the site.

Designing The Solution

Product List Page

The improvements to the product card greatly impacted the product list page. Using lifestyle images for shop category links allows customers to browse products in a realistic setting and urges them deeper into the conversion funnel.

Before

After

Improvements

  • Visual shop category links

  • Repositioned SEO copy to bottom

  • Product card redesigned

  • Added eyebrow product type

  • Breadcrumbs for navigation

  • Adding lifestyle imagery to product cards

  • Created promo tiles

  • Added product badges

  • Updated quickshop functionality

  • ADA compliance

Designing The Solution

Product Detail Page

Above the fold I redesigned the OOFOS experience to have a more immersive visual product detail page with a image gallery style layout with video functionality. Updating the color variants to image thumbnails. I convinced the client to re-merchandise their product catalog to reduce naming length and increase SEO impact. Building a strategic, robust, and engaging page.

Before

After

Improvements

  • Added eyebrow product type

  • Added Short description

  • Breadcrumbs for navigation

  • Image gallery style

  • Improved zoom modal experience

  • Updated swatches to image thumbnails

  • Added product & award badges

  • Tool tips for low stock

  • Added wishlist functionality

  • Created ‘Best For’ category icons

  • Shipping & returns modal

  • Approved for ADA compliance

Designing The Solution

Full Product Detail Page

Further down the page I created many net-new sections to further build out content to support the products features and the OOFOS brand. Content includes product technology, testimonials, product awards, brand beliefs, reviews, related products, and FAQs all further supporting the credibility of the product.

  • Shop Collection

    Originally this section was restricted to only two collections women & men. We had the opportunity redesign with more flexibility accounting for 2-6 collections. Now powered with multiple merchandising options to target specific audiences if needed.

  • Tabbed Carousel

    This section also limited to only one carousel of products. There was an opportunity to redesign the product card and add more tabs for deeper discovery for best selling products.

  • Mini Cart

    The mini cart was redesigned to feel more aesthetically consistent with the overall OOFOS brand. In addition to adding upsell products based on similar size recommendations before customers continue to checkout.

  • Account Dashboard

    We added additional functionality for customers to track their packages, order products again, and update account information.

  • Size Guide

    Each OOFOS shoe type and apparel product fits slightly differently so we created a template for each type unique size guide.

UI Kit

The UI Kit organizes a range of elements from type, color, buttons and components across the site. All designed with ADA compliance and developers in mind to make a seamless handoff to ship the site.

Release And Evolve

A/B Testing

We deployed improvements in phases, A/B testing each major component against the existing experience to validate decisions before scaling. Conversion rate, average order value, and returning customer metrics guided prioritization between phases, with micro-interaction refinements made based on observed behavior patterns. Early results showed positive results with no decline in baseline conversions, confirming the phased approach was the right call.

Release And Evolve

Design QA

Detailed annotations and specifications gave engineers a clear reference for each phase of development, reducing ambiguity and catching issues before they reached production. Design QA covered browsers, devices, responsive breakpoints, interaction states, and accessibility compliance at every stage, which was especially critical given the legal risk identified in the audit. The process kept each phase aligned with the design vision and supported a rollout with fewer revision cycles as improvements compounded over time.

Results

Metrics

43% increase in returning customer rate

49% increase in total sales

14% increase in average order value

Conclusion

Balancing urgent ADA compliance with high-impact UX optimizations helped OOFOS transform legal risk into sustainable growth. We validated every major design shift through A/B testing to ensure that we maximized our monthly budget by focusing on streamlining the shopping experience. By exceeding all sales and conversion targets, we transformed the engagement into a long-term optimization partnership. This success led to a multi-year retainer extension where I continue to optimize the OOFOS storefront.

Challenges

Balancing quick wins with longer term improvements required more investment and stakeholder patience

Translating analytics and audit findings into a action plan that stakeholders with varying levels of product literacy could support

Lessons Learned

Building a framework around impact, kept the team focused and made budget conversations more objective than subjective

Consistent monthly optimizations validated through testing compounded over time, outpacing a large redesign

Future Recommendations

Loyalty Program
Create a loyalty experience that rewards OOFOS's high returning customer rate, giving repeat customers a reason to come back through points, discounts, and early access to new releases

Product Education
Develop richer content on product detail pages that connects OOFoam technology to specific recovery outcomes, helping new customers understand the science behind the products

Personalized Recommendations
Use purchase history and browsing behavior to surface personalized product recommendations for returning customers

Admin Customization Tools
Build out admin settings to give the OOFOS team greater control over campaign launches and product releases, reducing reliance on development resources

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