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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
Empathize
Understanding Indian Shoppers
Exploring emotions, behaviours, and pain points of Indian consumers shopping for outdoor footwear online.
Empathy Mapping
Says
“Will this fit me properly?”
“Is COD available?”
“Too many steps to checkout”
Thinks
Is this product genuine?
Should I check store prices?
Will returns be easy?
Does
Reads customer reviews
Compares prices on Amazon
Abandons cart frequently
Feels
Uncertain about sizing
Frustrated by complexity
Cautious about quality
Pain Points
Size uncertainty in online footwear
Complicated checkout flow
Trust concerns with online sellers
Motivations
Trust in Woodland brand quality
Convenience of online shopping
Need for durable outdoor footwear
Opportunities
Indian size guide & fit predictor
One-click UPI checkout
Store pickup option for confidence
User Personas
Meet Our Users
Based on user research, I created three primary personas representing our target audience segments.
Saral
The Weekend Warrior
Demographics
29 years old, Software Engineer, Bengaluru
Goals
Find trekking gear for Himalayan trips
Shop during office breaks on mobile
Compare prices with Decathlon & Wildcraft
Frustrations
Mobile site loads slowly
COD not available for all items
Product images don't show actual usage
Expectations
Fast mobile experience, detailed product specs, customer photos, and flexible payment options
Tech Savviness
Sumith Krishnan
The Value-Conscious Shopper
Demographics
35 years old, Marketing Manager, Mumbai
Goals
Find best deals and discounts
Read authentic customer reviews
Get family footwear during sales
Frustrations
Hidden charges at checkout
Can't filter by price range easily
Return process is complicated
Expectations
Transparent pricing, easy returns, verified reviews, and notifications for discounts
Tech Savviness
Priya Sharma
The Tier-2 City Explorer
Demographics
29 years old, UI Designer, Indore
Goals
Buy durable footwear for daily use
Access branded products locally unavailable
Ensure product authenticity
Frustrations
Limited size availability in regional areas
English-only website navigation
Delivery time uncertainty
Expectations
Hindi language support, clear delivery timelines, COD option, and quality assurance
Tech Savviness
Synthesis
Research Key Findings
Critical insights synthesised from user interviews, competitive analysis, and usability testing that shaped our redesign strategy for the Indian market.
1
Mobile-First is Non-Negotiable
81% of users in tier-1 and tier-2 cities primarily browse on mobile during commutes and breaks. Current desktop-focused design creates massive friction.
“I only use my phone to shop. If the mobile site is slow or hard to navigate, I switch to Amazon or Myntra immediately."
- Saral
2
Trust Through Transparency
76% of participants cited unclear product authenticity and hidden charges as major concerns. Clear pricing and genuine reviews are essential.
“I need to see real customer photos and honest reviews. Too many fake products online, I want to trust what I'm buying."
- Sumith
3
Simplified Checkout Flow
64% cart abandonment traced to complex checkout. Users expect guest checkout, COD options, and minimal form fields to complete purchases.
“Why do I need to fill a 12-field form just to buy shoes? Just let me enter my address and pay. Keep it simple."
- Priya
Research
Competitive Analysis
Analyzing Woodland's key competitors in the Indian outdoor footwear and apparel market to identify opportunities for differentiation.
wildcraft.com
8.2
Overall Score
Strengths
Strong online presence
Adventure brand positioning
Good mobile app
Active social media
Weaknesses
Limited offline reach vs Woodland
Higher price points
Smaller product range
decathlon.in
8.5
Overall Score
Strengths
Affordable pricing
Wide product range
Excellent UX
Try & buy experience
Weaknesses
Foreign brand perception
Limited premium segment
Store-first approach
nike.com/in
7.8
Overall Score
Strengths
Premium brand value
Superior digital experience
Personalisation features
Global trust
Weaknesses
Very high pricing
Limited outdoor focus
Less relatable to Indian consumers
adidas.co.in
7.9
Overall Score
Strengths
Strong brand presence
Good e-commerce UX
Regular sales
Celebrity endorsements
Weaknesses
Sports focus over outdoor
Premium pricing
Limited regional appeal
Research
Prototype
Test
Key Insights
Woodland's Unique Advantage
Strong brand legacy (30+ years), extensive retail network (500+ stores), and deep trust among Indian consumers gives Woodland a competitive edge if digital experience matches expectation.
Mobile Experience Gap
Competitors like Decathlon and Nike have superior mobile UX. Woodland needs mobile-first redesign to capture 73% of traffic effectively.
Pricing & Value Communication
Woodland sits in mid-premium segment. Need to better communicate durability, quality, and value-for-money vs international brands.
Opportunities for Woodland
Regional Language Support
Most competitors focus on English. Adding Hindi, Tamil, Bengali can capture Tier 2-3 city growth.
Store Pickup & Try Experience
Leverage 500+ stores for "Reserve & Try" model - unique advantage over online-only competitors.
Indian Size & Fit Guides
Create India-specific size recommendations and fit guides addressing #1 concern for online footwear shopping.
Feature Comparison Matrix
Feature
Woodland
Wildcraft
Decathlon
Nike
Redesign Goal
Mobile Shopping UX
Regional Languages
Store Pickup
COD Support
UPI Integration
Size Guide Quality
Customer Reviews
Wishlist/Save
Excellent
Good
Needs Improvement
Research & Discovery
Understanding Indian Shoppers
To redesign Woodland's e-commerce experience, I conducted mixed-method research with Indian consumers across Tier 1, 2, and 3 cities to understand their online footwear shopping behaviours, pain points, and expectations.
18
User Interviews
45-60 min each
156
Survey Responses
Google Forms
12
Competitive Audits
E-commerce platforms
3
User Personas
Key archetypes
Research Objectives & Questions
Primary Research Goal
Understand how Indian consumers shop for outdoor footwear online, identify key barriers preventing purchase completion, and discover what builds trust in the Woodland brand's digital presence.
Key Research Questions
1
How do Indian consumers discover and research footwear brands online?
2
What factors influence trust when buying footwear without trying?
3
Why do users abandon their shopping carts on footwear sites?
4
What role do reviews, ratings, and size guides play in decisions?
5
How important are payment options like COD and UPI?
Secondary Research Focus
Mobile Shopping Behaviour
Understanding how users navigate e-commerce on mobile devices (73% of traffic)
Size & Fit Concerns
How users handle sizing uncertainty when buying footwear online
Regional Language Preference
Impact of Hindi/regional language support in Tier 2-3 cities
Payment & Delivery Trust
Preferences for COD, UPI, EMI, and delivery expectations across India
Interview Insights
Participant Profile
V
Vishnu MR
IT Professional, Age 32
📍 Bangalore, Karnataka
Tech-savvy
Active lifestyle
“I've been wearing Woodland shoes for years, but buying online feels risky. Will it fit? Is it genuine? I need clear size guides and customer photos to feel confident ordering.”
Pain Points
Worried about wrong size delivery
Mobile site slow and cluttered
Too many steps at checkout
Limited product reviews available
Goals
Accurate size recommendations
Quick UPI checkout option
Real customer photos & reviews
Easy returns if size doesn't fit
Interview Methodology
1
Warm-up (5-10 mins)
Background, online shopping habits, familiarity with Woodland
2
Shopping Behavior (15 mins)
How they currently buy footwear online, what they look for
3
Pain Points Exploration (15 mins)
Challenges, frustrations, and abandoned purchase experiences
4
Wrap-up & Wishlist (10 mins)
Ideal features, suggestions for improvement
Sample Interview Questions
“Walk me through your last online footwear purchase. What made you complete/abandon it?”
“How do you decide if a shoe will fit you when shopping online?”
“What payment method do you prefer? Why?”
“Would you buy from Woodland's website vs. Amazon/Flipkart? Why?”
Quantitative Insights
Product Discovery Time
Average time to find desired item
5.3m
Navigation Steps
Clicks to complete purchase
14.2
Product Discovery Time
Users preferring COD option
68%
Product Discovery Time
Check reviews before buying
89%
Qualitative Themes
Local Language Support Needed
Tier-2 city users emphasized the need for Hindi and regional language options for navigation, product descriptions, and customer support.
Real Product Visuals Matter
Users want to see customer photos showing actual product usage, fit, and durability—not just studio shots. Authenticity builds confidence.
Size Guide Confusion
Inconsistent sizing and unclear size charts lead to high return rates. Users need clear measurements and fit recommendations.
Delivery Transparency Critical
Clear delivery timelines, tracking, and realistic ETAs are essential. Users in smaller cities need accurate delivery estimates.
Affinity Mapping Summary
After synthesising 214 individual observations from user interviews, competitive analysis, and usability tests, we identified five major thematic clusters guiding our design strategy:
52
Mobile
Experience
48
Trust &
Transparency
41
Checkout
Process
39
Payment
Options
34
Language
Support