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Personal Redesign Project
Woodland E-commerce
Redesigning India's Trusted Outdoor Footwear Brand for Digital Excellence
“Making online shopping as trustworthy and convenient as walking into a Woodland store.”
Personal Project
UX Redesign
Design Systems
Concept Development
Open to Discuss Opportunities
fayiz.muhammed52@gmail.com
Phone
+91 9946718300
Location
Whitefield, Bangalore
© 2025 Muhammed Fayiz
Personal Case Study
Project Overview
This is a personal redesign project of Woodland India's e-commerce platform, created as a portfolio case study to demonstrate my UX design process and capabilities. Woodland is one of India's most trusted outdoor footwear and apparel brands, established in 1992 by Aero Group.
Through this project, I explored how to modernise Woodland's digital presence to better serve Indian consumers shopping for outdoor gear, footwear, and apparel online, while addressing common e-commerce challenges in the Indian market including trust, mobile-first usage, payment preferences, and delivery expectations.
About Woodland India
Founded in 1992, part of Aero Group
Leading outdoor and adventure lifestyle brand in India
500+ exclusive stores across India
Known for rugged footwear, apparel, and accessories
Strong brand recall among Indian adventure enthusiasts
My Role
Personal Portfolio Project
UX Research & Strategy
UI/UX Design
User Testing & Iteration
Timeline
Duration: 6 weeks
Research: 2 weeks
Design: 3 weeks
Testing: 1 week
73%
Mobile Traffic
Primary user base
68%
Cart Abandonment
Industry average
Tier 2-3
City Growth
Expanding market
Project Context
Market Position
Premium outdoor footwear & apparel in India
Tools Used
Figma
FigJam
Google Forms
Optimal Workshop
Maze
Target Users
Adventure enthusiasts (25-45)
Outdoor professionals
College students & young professionals
Tier 1, 2, 3 city residents
Focus Areas
Mobile-first experience
Simplified checkout
Trust & credibility
Regional customization
Disclaimer
This is a personal, unsolicited redesign project created for portfolio purposes. I am not affiliated with Woodland or Aero Group. All brand names and trademarks belong to their respective owners.
The Design Brief
As India's e-commerce landscape evolves, Woodland's digital presence needs to match the expectations of modern Indian consumers who are increasingly shopping online for outdoor gear and footwear. This project reimagines Woodland's e-commerce experience to better serve the growing market of adventure enthusiasts across India.
The Challenge
Competing in Digital India
While Woodland has strong brand recognition and 500+ physical stores across India, their current e-commerce platform struggles to compete with online-first brands and international retailers entering the Indian market.
Key issues include: high cart abandonment (68%), mobile UX friction, complex checkout process, and difficulty building trust with first-time online buyers from Tier 2-3 cities.
Project Goal
My Design Objective
Redesign Woodland's e-commerce experience to create a mobile-first, trust-building platform that serves the diverse needs of Indian consumers—from metro city millennials to Tier 2-3 city first-time buyers.
Focus on reducing friction in product discovery, building confidence through social proof, and streamlining checkout to accommodate Indian payment preferences (COD, UPI, EMI).
Solution
Mobile-First Redesign
Create a responsive e-commerce platform optimised for India's mobile-first audience (73% of traffic), with simplified navigation, regional language support, and trust-building elements throughout the journey.
Implement smart product recommendations, size guides specific to Indian fits, authentic customer reviews, and a streamlined 3-step checkout with multiple payment options including COD and UPI.
Overview
Prototype
Test
Indian E-commerce Context
Market Insights
India has 850M+ internet users, with 70%+ accessing via mobile
Tier 2-3 cities contribute 50%+ of new e-commerce growth
Cash on Delivery (COD) still preferred by 40% of online shoppers
UPI transactions grew 60%+ YoY, becoming preferred digital payment
Average cart value for footwear: ₹2,500-₹4,500
User Behaviours
Heavy reliance on customer reviews and ratings before purchase
Size and fit concerns are #1 barrier for online footwear shopping
Regional language preference in Tier 2-3 cities (Hindi, Tamil, etc.)
Price sensitivity + preference for discounts and festive sales
Easy returns/exchanges critical for first-time online buyers
Redesign Success Metrics
Cart Abandonment
<35%
Target vs 68% current
Mobile Conversion
+45%
Improvement target
Task Completion
<3 min
Purchase journey
User Satisfaction
4.5+
SUS Score target