Bucketfeet, the artist-driven, Chicago-based footwear company, was founded in effort to leverage the power of art to connect individuals. Launched in 2011 as a web-only retailer, the brand has expanded across channels, both through retail partners like Nordstrom and their own brand stores. As they outgrew their existing ecommerce site, Bucketfeet partnered with us to enhance their digital presence, scale ecommerce functionality and capabilities to match global growth, and provide tools to connect with the artists and consumers who power the brand.
Our team began by taking a mobile-first approach to the overall design concept, in order to create a user-friendly experience that emphasizes the essential elements of the site and adapts functionality across device types. We then pushed storytelling to the forefront to emphasize the artist, and the unique vision, behind each shoe. This took the form of product detail pages that display the artists’ profile images and descriptions alongside product photos and alternate images, and extends to the blog, which neatly ties-in content with the product catalog.
Building the solution on the Magento Enterprise platform, we simplified the purchase funnel and created a more seamless shopper experience. We customized the Magento CMS to serve as the blog platform, and expanded functionality to push products through affiliate networks in order to broaden the brand’s reach.
In addition to enhancing their core ecommerce capabilities, we improved the user experience for the artists who create and submit original designs for production consideration. For this, we created an Artist Hub within the My Account section that allows artists to easily submit, manage, view, and edit their shoe submissions. On the back-end, we synced that submission path with workflows to streamline the brand’s review and approval process.
The new ecommerce solution presents an elevated brand experience paired with upgraded functionality and capabilities to support the brand’s tremendous cross-channel growth.
The Gorilla team felt like an extension of our team. They helped us take [our ecommerce channel] to the next level.
- Bobby Stephens, President & COO, Bucketfeet
Connecting with the brand’s youthful, tech-savvy customers, for both shopping and product research, called for taking a mobile-first approach to site design.
Using a responsive design framework enables Bucketfeet to create thoughtful customer experience regardless of device type. Development decisions about how content is presented at different break points ensure exceptional site performance.
The Artist's Story
As each pair of Bucketfeet is designed by artists from around the world, telling their unique stories is essential to the brand. So, we carefully integrated this content at multiple points throughout the shopping experience.
We implemented a clean grid with multiple filtering options on product listing pages puts products at the center of the experience, simplifying product discovery and letting the creativity behind each artist’s shoe stand out.
Content & Commerce
We built the blog within the commerce platform to simplify site management and give the brand an outlet to build community and spread the word about the Bucketfeet lifestyle, all while keeping customers just a click away from the shopping experience.
It’s All in the Details
The product page is a critical point in driving conversions, so we incorporated a range of information, from multiple product shots and lifestyle imagery to sizing charts and artist information, to ensure customers have everything they need to make informed purchase decisions.
Inside the Design
As always, we focused on the subtle elements within the overall design, like color palette, typography and introducing unique iconography, to underscore the company’s ethos and establish a strong brand presence that sticks out from the crowd.