Bluestem Brands is a multi-channel clothing retailer, in business since 1983, they have grown into a leading fashion brand with over $400 million in annual revenue.
Their new fashion brands CMO, Robert Ferrario, knew it was imperative to modernize their e-commerce experience. Bluestem Brands partnered with the digital agency Fenom Digital to handle the migration from a legacy e-commerce platform to Salesforce Commerce Cloud (SFCC). This involved both a technical overhaul and a complete visual redesign for three websites.
Working closely with the Fenom team, I led the 10-month-long redesign project in supported by a creative director and two designers.
Work Included
Design Discovery
On-Site Design Thinking Workshop
Managing designers
Wireframe Development
Style Guide Development
Design Research and Design Thinking Workshop
After completion of the design research, a strategy document outlining current metrics, goals, competition, user needs, and our proposed design approach was presented to and approved by the Bluestem stakeholders.
Next, a trip to Pennsylvania to lead an on-site design thinking workshop was planned. I developed a program and facilitated the two-day immersive design-thinking workshop with four team members from strategy, project, client, and design supporting the process.
Working with 40+ in-person stakeholders as well as 30+ virtual attendees we refined user personas, their needs and wants, and explored innovative solutions to problems for their customers.
Image tight depicts a persona poster with our strategy lead.
Wireframe Development
Based on our research and the workshop, we aligned on creating a human-centered, modern, mobile-first experience optimized for their older audience. Next, we created a universal set of wireframes to serve as a basis for the three sites.
Bluestem was looking to simplify and improve its eCommerce and selected Salesforce Commerce Cloud as their new platform. Our strategy was to develop one common set of wireframes for the three brands using the Salesforce Commerce Cloud reference architecture (SFRA) as a basis.
