Bob’s Stores: Supporting Omnichannel Commerce

Bob’s Stores is family apparel retailer with a healthy eCommerce business as well as brick and mortar stores regionalized to the northeastern United States. They engaged Lyons Consulting Group to re-platform their existing online storefront on Demandware, including the delivery of a responsive design framework as well as add enhancements such as in-store pickup functionality and integration with a rewards program as part of a broader omnichannel strategy. The experience design for Bob’s Stores would then be leveraged as a master architecture for additional brands (Eastern Mountain Sports and Sport Chalet) owned by the holding company. My budget for the project was highly constrained, which meant that they would be relying considerably on Lyons Consulting Group's expertise in eCommerce best practices to provide them with optimal usability in the absence of user research and testing.

After working with the business to define functional requirements for all of the brand sites and establishing a phased approach for implementation of site features, I developed wireframes for the complete site experience for Bob’s Stores, from global elements (e.g., header, footer) and shopflow screens (e.g., home, category landing, search results, product details pages) to checkout and account screens. This project involved a large degree of customization to Demandware’s Site Genesis application as well as a lot of complexity relating to the in-store pickup and rewards program experiences due to the regionality of the business and ties to legacy systems. The pages below represent a sample of the wireframing effort for the project, which required thorough documentation and attention to detail to pass the client review process.