VF, maker of Wrangler, North Face, Lee, and other clothing brands, redesigned its Vans e-commerce site to make it easier for customers to create customized sneakers and then share the experience.
Vans had a customization app on its site, but it was difficult to use and had a dated interface and limited social capabilities. The site now offers live chat, a scratch pad where customers can save shoe ideas while trying out new designs, and support for multiple-angle viewing.
The site also lets Vans pre-configure shoes to give customers a starting point. The project resulted in a significant increase in Van's custom shoe sales and Web site traffic.