Cushion Education

To start, Germaine conducted competitive research by analyzing how competitive brands, presented similar information. Key findings included:

• Brand 1: Effectively used visual elements, including GIFs to demonstrate sock height, close-ups of terry loops, and cushioning graphics that clearly showed users the benefits of each type.
• Brand 2: Effectively used visual elements, including GIFs to demonstrate sock height, close-ups of terry loops, and cushioning graphics that clearly showed users the benefits of each type.

We combined competitive analysis insights with general e-commerce best practices from Baymard, focusing on providing users with a clear path to conversion. We then conducted user testing interviews with the help of a dedicated UX Researcher, allowing us to test various content arrangements and gather real-time feedback. By observing participants’ facial expressions and responses, we could identify which aspects of the page were most engaging and where users felt confused or overloaded with information. Based on our findings, we recommended the following approach to redesign the sock cushioning education page:

‍Enhanced Visual Elements and Infographics: Add detailed visuals, such as infographics that explained the materials used in different cushioning types and how they impacted comfort and performance. For example, showing the infographics of sock cushioning helped users understand the benefits of each cushioning level (zero, targeted, light, full, extra, maximum). These graphics were designed to be engaging and easy to interpret at a glance.

Clear Content Structure With Multiple Paths to Conversion: Focus strictly on cushioning while providing users with multiple shopping paths. For example, users could click through to pre-filtered PLPs by cushion type or activity (hiking, running, skiing, etc.), allowing them to see relevant products instantly. Activity sections explained why specific cushioning levels were ideal for different sports, helping guide users toward the right socks.

Integration of Social Impact Initiatives: Through competitive analysis conducted during the homepage project, we identified an opportunity to highlight Smartwool’s “Second Cut” sock recycling program as a key differentiator. While not directly related to cushioning, this addition reinforced the brand’s commitment to sustainability, aligning with consumer values and competitive strengths.‍

Conversion-Focused Shopping Experience: Leveraging Nielsen Norman’s heuristic principle of minimizing cognitive overload, the experience focuses on cushioning and activity rather than gender. Streamlining the user journey and reducing multiple CTAs for similar actions encouraged interaction with filters on subsequent PLP pages. This approach not only eased cognitive demands but also built on insights from a previous filter project.

Optional Marketing Spot: For a regular refresh to the page through each season an optional position where the brand can insert marketing content targeting current shopping needs (and boost seasonal SEO) may be incorporated into the page below the prominent cushioning infographics.

View the prototypes: Mobile | Desktop

To effectively communicate our insights and solutions, Germain and I delivered a comprehensive takeaway presentation to the Smartwool brand team. The presentation highlighted key findings and recommendations, accompanied by interactive high-fidelity prototypes for a hands-on experience. Our conversational approach encouraged in-depth discussions on each point, fostering transparency and addressing stakeholder questions in real-time.

We highlighted further areas for improvement that Smartwool could consider for future enhancements:

1. Incorporate Cushioning Content on PDPs: Adding content directly on product detail pages (PDPs) about “Standard Fit” and “Women’s Fit” could further guide customers in their buying decisions, reducing any confusion about which socks suit their needs. (A year later this is in the process of happening through other website features created by the UX team.)‍
2. Update Brand Photography: Include “inside-out” images of socks could help visually demonstrate the different cushioning and material layers, giving users a clearer idea of the product they are purchasing.‍
3. Future Focus on Sock Height Education: We suggested exploring different ways to present information about sock height, such as adding this content as a global widget, PDP element, or standalone content page. This could mirror the success of Darn Tough’s approach to sock height visuals, which users found particularly informative during our competitive study.

This collaborative process has strengthened the relationship between the corporate Digital Technology team and the Smartwool stakeholders, ensuring alignment and buy-in for proposed solutions.