HOTSOX

Project Type
Website

Services
Wireframes
UI/UX Design
Visual Design
Email Design
Usability Testing
High-Fidelity Prototyping

Credit
Kelly Marion
Chris Horton
DMA United
eHouse Studio

Website

HOTSOX, the Original Fashion Sock Brand was founded in 1971. During my time at Renfro, I was responsible for the UI/UX design and management of the website project. Together with in-house developers, IT, and brand teams, I implemented a responsive design with a focus placed on customer conversion. Over the duration of the project, I coordinated with our development team and external partners (including Znode, Google, Bronto, etc.) and provided stakeholders with project insights and updates.

www.hotsox.com

Website Sketches and Wireframes

Website

The New HOTSOX

In 2019, HOTSOX underwent a brand update which included a D2C website redesign along with digital display ad creative and email marketing designs. I collaborated with the HOTSOX brand team, the branding agency, IT, the digital marketing team, and our development partner during this project. The main goals for the initial deployment were to strongly reflect the new brand identity across the website while also maintaining best UI/UX practices during the switch from the eCommerce platform Znode to Shopify Plus.

Mobile Experience

Post launch user testing and analytics gathered by our digital marketing team showed that 70% of the monthly traffic on HOTSOX.com were mobile users. It was also determined that we could improve the mobile experience by allowing users to add items to their cart from the mobile product listing page as well as on the product detail page. This change would decrease the time and clicks it would take to add a product to the user’s cart.

Mobile
Add to Cart
PLP Sketches

I sketched several versions of the new add to cart button layout and functionality. Once the team was confident in the concept, I developed a prototype using Adobe XD. After tests with 2 users, we determined that the buttons and text were too small, so I went back to the design and iterated to allow for larger text and more finger room. The design is currently in development.

Mobile
Add to Cart
PLP Prototype

Once the updates are deployed to the live site, the team will continue to monitor analytics, heat map data, and customer feedback for future update recommendations.