Foot Locker: Elevating the Foot Locker Experience: App UX/UI Redesign

Industry

Technology

Client

Foot Locker

Year

(2020)

Role

UX / Product Design lead

Product design manager / IC

Year

(2020)

01 - Challenge

01

Foot Locker's digital experiences were running on outdated technology with a visual identity that no longer reflected the brand. User engagement was declining, and the experience was failing to convert at the level the business needed. I was brought in to lead a full UX/UI redesign. A scope that included all 7 Foot Locker banner sites across iOS, Android, and web. The challenge wasn't just design execution. It was securing Fortune 500 corporate buy-in for a complete overhaul, building a scalable design system from scratch, and leading a cross-functional team through a complex, multi-platform delivery.

Foot Locker's digital experiences were running on outdated technology with a visual identity that no longer reflected the brand. User engagement was declining, and the experience was failing to convert at the level the business needed. I was brought in to lead a full UX/UI redesign. A scope that included all 7 Foot Locker banner sites across iOS, Android, and web. The challenge wasn't just design execution. It was securing Fortune 500 corporate buy-in for a complete overhaul, building a scalable design system from scratch, and leading a cross-functional team through a complex, multi-platform delivery.

Foot Locker's digital experiences were running on outdated technology with a visual identity that no longer reflected the brand. User engagement was declining, and the experience was failing to convert at the level the business needed. I was brought in to lead a full UX/UI redesign. A scope that included all 7 Foot Locker banner sites across iOS, Android, and web. The challenge wasn't just design execution. It was securing Fortune 500 corporate buy-in for a complete overhaul, building a scalable design system from scratch, and leading a cross-functional team through a complex, multi-platform delivery.

Visit Vebsite

Visit Vebsite

Visit Vebsite

02 - Approach

02

I led a team of 6 designers and spearheaded the effort to secure corporate approval. I built and presented high-fidelity prototypes to the corporate team that demonstrated the business case for the redesign alongside the improved user experience. We got the green light. From there, I structured the engagement around four priorities: deep user research with internal teams, a robust and scalable design system that would serve as the foundation across all banner sites, rigorous cross-functional alignment with engineering and product management, and comprehensive use case mapping across all 7 banner sites to ensure consistency regardless of entry point.

I led a team of 6 designers and spearheaded the effort to secure corporate approval. I built and presented high-fidelity prototypes to the corporate team that demonstrated the business case for the redesign alongside the improved user experience. We got the green light. From there, I structured the engagement around four priorities: deep user research with internal teams, a robust and scalable design system that would serve as the foundation across all banner sites, rigorous cross-functional alignment with engineering and product management, and comprehensive use case mapping across all 7 banner sites to ensure consistency regardless of entry point.

I led a team of 6 designers and spearheaded the effort to secure corporate approval. I built and presented high-fidelity prototypes to the corporate team that demonstrated the business case for the redesign alongside the improved user experience. We got the green light. From there, I structured the engagement around four priorities: deep user research with internal teams, a robust and scalable design system that would serve as the foundation across all banner sites, rigorous cross-functional alignment with engineering and product management, and comprehensive use case mapping across all 7 banner sites to ensure consistency regardless of entry point.

03 - Our process

03 - Our process

03

I divided the project by device (iOS, Android, and web) and paired senior designers with junior designers on each workstream to foster mentorship and knowledge sharing. I assumed direct ownership of the Product Detail Page and Product List Page for both web and iOS. I ran daily standups to maintain momentum across the team and worked directly with product and engineering leadership to develop the modular component system that underpinned the entire redesign. I integrated this project into each team member's quarterly and annual goals, connecting individual growth with project outcomes. In parallel, I managed the rollout of new marketing design across the brand, ensuring the updated visual direction extended cohesively beyond the product into customer-facing marketing. I also led the hiring process for a new marketing and digital designer, defining the role, reviewing candidates, and onboarding the hire into the team's workflow.

I divided the project by device (iOS, Android, and web) and paired senior designers with junior designers on each workstream to foster mentorship and knowledge sharing. I assumed direct ownership of the Product Detail Page and Product List Page for both web and iOS. I ran daily standups to maintain momentum across the team and worked directly with product and engineering leadership to develop the modular component system that underpinned the entire redesign. I integrated this project into each team member's quarterly and annual goals, connecting individual growth with project outcomes. In parallel, I managed the rollout of new marketing design across the brand, ensuring the updated visual direction extended cohesively beyond the product into customer-facing marketing. I also led the hiring process for a new marketing and digital designer, defining the role, reviewing candidates, and onboarding the hire into the team's workflow.

I divided the project by device (iOS, Android, and web) and paired senior designers with junior designers on each workstream to foster mentorship and knowledge sharing. I assumed direct ownership of the Product Detail Page and Product List Page for both web and iOS. I ran daily standups to maintain momentum across the team and worked directly with product and engineering leadership to develop the modular component system that underpinned the entire redesign. I integrated this project into each team member's quarterly and annual goals, connecting individual growth with project outcomes. In parallel, I managed the rollout of new marketing design across the brand, ensuring the updated visual direction extended cohesively beyond the product into customer-facing marketing. I also led the hiring process for a new marketing and digital designer, defining the role, reviewing candidates, and onboarding the hire into the team's workflow.

04 - Results

04

+15.8% YoY checkout-to-order conversion rate. -5.06% YoY cart abandonment rate. -16.68% exit rate from the Product Detail Page. The design system established during this project became the foundation for all subsequent digital work across Foot Locker's banner network, reducing ramp time for future design and engineering initiatives.

+15.8% YoY checkout-to-order conversion rate. -5.06% YoY cart abandonment rate. -16.68% exit rate from the Product Detail Page. The design system established during this project became the foundation for all subsequent digital work across Foot Locker's banner network, reducing ramp time for future design and engineering initiatives.

+15.8% YoY checkout-to-order conversion rate. -5.06% YoY cart abandonment rate. -16.68% exit rate from the Product Detail Page. The design system established during this project became the foundation for all subsequent digital work across Foot Locker's banner network, reducing ramp time for future design and engineering initiatives.

02 - Approach

02

I led a team of 6 designers and spearheaded the effort to secure corporate approval. I built and presented high-fidelity prototypes to the corporate team that demonstrated the business case for the redesign alongside the improved user experience. We got the green light. From there, I structured the engagement around four priorities: deep user research with internal teams, a robust and scalable design system that would serve as the foundation across all banner sites, rigorous cross-functional alignment with engineering and product management, and comprehensive use case mapping across all 7 banner sites to ensure consistency regardless of entry point.

I led a team of 6 designers and spearheaded the effort to secure corporate approval. I built and presented high-fidelity prototypes to the corporate team that demonstrated the business case for the redesign alongside the improved user experience. We got the green light. From there, I structured the engagement around four priorities: deep user research with internal teams, a robust and scalable design system that would serve as the foundation across all banner sites, rigorous cross-functional alignment with engineering and product management, and comprehensive use case mapping across all 7 banner sites to ensure consistency regardless of entry point.

03 - Our process

03 - Our process

03

I divided the project by device (iOS, Android, and web) and paired senior designers with junior designers on each workstream to foster mentorship and knowledge sharing. I assumed direct ownership of the Product Detail Page and Product List Page for both web and iOS. I ran daily standups to maintain momentum across the team and worked directly with product and engineering leadership to develop the modular component system that underpinned the entire redesign. I integrated this project into each team member's quarterly and annual goals, connecting individual growth with project outcomes. In parallel, I managed the rollout of new marketing design across the brand, ensuring the updated visual direction extended cohesively beyond the product into customer-facing marketing. I also led the hiring process for a new marketing and digital designer, defining the role, reviewing candidates, and onboarding the hire into the team's workflow.

I divided the project by device (iOS, Android, and web) and paired senior designers with junior designers on each workstream to foster mentorship and knowledge sharing. I assumed direct ownership of the Product Detail Page and Product List Page for both web and iOS. I ran daily standups to maintain momentum across the team and worked directly with product and engineering leadership to develop the modular component system that underpinned the entire redesign. I integrated this project into each team member's quarterly and annual goals, connecting individual growth with project outcomes. In parallel, I managed the rollout of new marketing design across the brand, ensuring the updated visual direction extended cohesively beyond the product into customer-facing marketing. I also led the hiring process for a new marketing and digital designer, defining the role, reviewing candidates, and onboarding the hire into the team's workflow.