As the Director of eCommerce, I’ve led several redesigns of roguefitness.com. I manage a team of 18 developers and QA engineers, as well as 9 additional eCommerce personnel. Close coordination with the Creative team was an absolute must in order to quickly and agilely accomplish our goal.
As our mobile traffic has begun to rapidly eclipse our desktop traffic, performance was a key focus – including intensive server side caching and implementing Akamai CDN capabilities. From start to finish the overhaul took six months, a testament to the ability of my team to work towards strategic business goals.
We outlined all the CSS for elements in the final design and housed them on our internal site for development reference and future updates.
- Rethinking the primary navigational model for centralized activity and Search. This keeps the main usage in the Timeline and secondary functions always at your thumbs or a simple filter away. I did not include any error states, management screens, or detail views of the app.
- Cleaning up typography for better reading and glancing of the Timeline.
- Prioritizing content (links, media, etc.) above anything else. Actions no longer flood the view, but are accessible using simple gestures.