DSW Shoes

Product Narrowing / Navigation Re-design

DSW Inc. is a specialty footwear retailer, headquartered in Columbus, Ohio. With over 300 stores, an e-commerce site, and a mobile website, DSW is the ultimate destination for shoe lovers.


The previous DSW online experience featured multiple ways to narrow a broad spectrum of products. The lack of consistency was causing frustration among users, so we were asked to rethink how shoe lovers search for shoes.


We started with a simple facelift of the global navigation zone, simplifying the layout and optimizing the real estate. We then took on the task of tackling path-to-product. We presented two unique design solutions, both incorporating a clear hierarchy and simple product-narrowing mechanism. We turned these design ideas into semi-functional prototypes to be used in a facilitated usability test featuring nearly 20 targeted shoe lovers. One concept rose to the top, and was implemented by the DSW technical team.