Blundstone boots are unisex and so the previous site was literally organized by the catalogue – be it Classics, Originals , Thermal or other “Series”. Our research led us to take a gender first UX approach.
Beyond overhauling the navigation and visual mega nav, this meant that inventory had to be shared across mens and womens PDPs. So we had to create versions of product to accommodate users arriving via a womens collection, mens collection, and a unisex version for other paths such as search.
We also migrated blogs, playlists, artists and contests from WordPress and consolidated them all on the Shopify Site, providing a tighter user experience and at the same time making it way easier for the merchant to manage.
