I was hired as Allen Edmonds's Senior E-commerce Designer early in my career. I worked with a cross-functional team to help execute the redesign of their e-commerce website. The company offers a wide range of styles, including dress shoes, loafers, boots, and casual shoes. Our job was to communicate the brand's high-quality craftsmanship to the intended target audience to create a frictionless experience.

As a result of the aging and shrinking of their current purchasers, they are facing a major challenge. The company rebranded to appeal to a younger demographic in order to reach a new audience. As a result of the rebrand, additional complexities were created. In the meantime, Allen Edmonds has yet to attract a new younger buyer to replace their current buyer, who felt forced out. Therefore, our challenge became one of managing both while growing.