Puma
Project Objective: Create a flexible design system for PUMA’s regional marketing teams while reimagining the global customer experience.
Project Role: Lead UX Designer
Agency: Fluid
Flexible Design System
A major requirement for PUMA was easy and flexible maintenance of assets and campaigns across regional marketing teams. To this end, my team and I created a modular kit of parts system for them to use. For example, a large hero banner features Rihanna, but can be turned off or customized for different campaigns.
Telling a Product Story
Along with the updated kit of part modules, I provided a content zone guide for populating marketing stories within the buy flow. The individual pieces work together to tell a complete story.
Improved Product Browsing
We streamlined the Navigation and Search to the way customers were already using the site, and focused on promoting athletes and offering up suggestions at every step.
Checkout Usability
PUMA’s checkout experience needed to scale for each country's store, accommodating various payment methods, languages, and shipping rules. I worked through the technical complexities of a single page checkout experience in high-fidelity wireframes. The checkout improvements saw a 90% increase in conversion within the first week after after fixing the gap in international shipping.
Scaling for Future Campaigns
In order to announce 50 new products for the Suede 50th anniversary campaign, my team and I designed a microsite with an interactive calendar module and a countdown module to announce upcoming drops. The modules would be reusable in the kit of part system.
