Osborn Shoes
Osborn Shoes aims to provide eco-friendly high-quality footwear made sustainably.
Born out of Aaron’s non-profit work in Guatemala, Osborn Shoes employed artisans in a fair trade workshop, providing stable jobs for the community and a healthy work environment.
To create an eco-friendly product to provide well-paying jobs to skilled artisans and to create a safe and healthy work environment
Break into the footwear and fashion market and introduce a new product.
Create a brand that develops a loyal customer base and promotes eco-friendly fair-trade footwear.
Artisans in Guatemala were isolated from the larger world market. They were subject to middlemen who sometimes did not have their best interests at heart. High-skill labor was being exploited for the benefit of the few.
Challenge
Goal
Design Process
Creating this brand was a continual process of Discovering what our customers wanted through organic interactions, surveys, and reviews, Defining the challenges and pain points of our customers, Designing solutions, and Delivering (implementing) those solutions on our site. This was a continuous loop, where we tested our design solutions and iterated on those designs based on feedback and data.
An example is a redesign of our landing page. First, we designed a classic landing page with a large Hero Image banner. Through testing and comparing conversion rates of different designs, we found that our landing page should just be a shopping page. With the development of social media, our customers didn’t need our website to showcase the product. The website functioned better as a straightforward purchasing platform, and we offloaded all product showcasing to our social media platforms and influencers. We incorporated our social media feed at the bottom of our website so customers could access our social media easily.
We also made our site’s navigation very simple, with clear CTA’s for shopping, signing up for our newsletter, and social media icons.
Early Version of the Landing page
Revision of the Landing page
Small Changes Make a Difference
Building the Osborn website, we tested each touchpoint of our customer’s journey. We continually iterated on design and did A/B testing to measure which designs performed better. Over the years, we have endlessly tweaked, tested, and designed our website and the omni-channel experience of our customer’s experience. Here is an example of two small changes we tested that had large results.
Example: Size Chart
The Size Chart button is a big deal! We found that if our customers could not easily access a size guide or chart, their journey would be more likely to be interrupted.
Placing the Size Chart button next to Choose a Size Option performed better, leading to a higher conversion rate.
Example: Add To Cart CTA
Maybe the most important button on our website, besides, Place Order. We tested colors and placement to optimize maximum conversions.
After testing, this muted minty green outperformed all other colors.
Checkout Optimization for Higher Conversion Rate
We found that a few strategies applied to our checkout process increased conversions and reduced abandoned cart issues.
Guest Checkout Option
Multiple Payment Options
Clear Progress Indicator
Clear Shipping Charges
Simplify Checkout Process
Defining Customer Touchpoints
Multi-Channel Marketing
After we pinpointed our customer touchpoints we developed a multichannel marketing strategy to keep our brand image consistent across all platforms. Our aim is twofold: attract new customers and nurture current ones into becoming brand advocates.
Our strategy ensures a cohesive brand experience, whether someone finds us on social media, our website, or in their inbox. Consistency does more than strengthen our brand; it builds trust with our audience. We're not just focused on drawing new customers; we aim to engage them long-term as committed supporters of our footwear brand.
Defining Customer Experience Journey
Take Away
In the ever-evolving journey of refining our business and marketing strategy at Osborn Design, it's clear that optimization is an ongoing process. Over the course of the past decade, I've witnessed the dynamic nature of our industry and adapted accordingly. This journey involves a continuous loop of keen observation, rigorous testing, iterative design, diligent research, valuable customer interviews, and insightful surveys.
Throughout this period, we've remained committed to enhancing our customers' experience. We've diligently fine-tuned the user interface, embraced innovative tools, and ensured that our branding and marketing efforts resonate consistently across all touchpoints where our customers engage with our brand. This unwavering dedication to delivering a trusted experience has been the cornerstone of our success.
As a result of these efforts, Osborn has cultivated a devoted and loyal customer base over the years. Our story is one of evolution and growth.