Challenge: In a competitive online shopping environment, ColeHaan.com was concerned it was not delivering a high quality dynamic experience, in keeping with the brand’s evolution from a high quality classic shoe brand to a more fashion-forward shoe and accessory brand.
Objective: To help Cole Haan improve the overall online shopping experience and update brand perceptions; ultimately, enhance the user experience to attract new shoppers to the Cole Haan site.
Solution: Plan-it conducted a qualitative web site usability study which focused on important target audiences and explored their online shopping/purchasing behavior, assessed perceptions and usage of ColeHaan.com and key competitors, and evaluated participants’ ColeHaan.com experiences in-depth.
Result: Based on insights, Plan-it provided both strategic and tactical recommendations to help ColeHaan.com improve the user experience and increase loyalty to the site and the brand. The site was re-launched and has become a critical source of sales for the brand.