Toms Shoes Sustainability Renewal
My Role: Produced product designs for seven seasons of the men's collection, while managing the renewal of the Earthwise™ campaign and re-branding of the eCommerce store. Additional duties included identifying user trends and material research, development assurance and communications, merchandising seasonal lines, global presentations, and prioritizing project milestones.
Work
Toms
Experience
Product Development, eCommerce, Sustainability
Year
2018 - 2020
Toms eCommerce conceptual wireframes
Re-branded eCommerce Store
Managed the new B2B / B2C e-commerce development and product roadmap for business buy-in. The collaborative process required cross-functional work with teams including engineering, marketing, local and global retailers, customer service, design and merchandising, and legal. In addition, market research with the user community ensured our solutions were designed for the optimal shopping experience.
90+ SKU/SMU Products
Number of delivered SKU seasonal and SMU products with the digital merchandising team.
DTC, APAC, EMEA, Online
Distribution at wholesale, online, DTC, APAC, & EMEA sales channels.
4+ New eCommerce Features Added
Improved eCommerce sales for online shoppers by making the checkout process easier with clear CTA buttons, updated product space for additional descriptions and details, built an image and video carousel, and enabled global transcriptions and redirects.
Introducing: Earthwise™
Managed product requirements for earth-friendly materials by creating effective detailed user stories, functional requirements, wireframes, icons, and mockups. Worked closely alongside the marketing and creative team to launch this renewed global sustainability program.
Web view of Earthwise page
Web view of re-branded product page
Partnership with Outerknown
Work
Outerknown
Experience
Footwear, Sustainability
Year
2020
The concept for the Toms & Outerknown collaboration was a challenge to build a sandal with 100% sustainable materials. Months of research, experimentation, and iterative pullovers were examined before we finally succeeded in developing the Lagoon flip-flop. The Lagoon sandal launched with three colorways consisting of two primary materials:
Econyl® Nylon
Quick-drying straps made from regenerated nylon (ie. abandoned fishing nets).
Bloom™ Algae Foam
Cushy midsole in the renewable, plant-based algae foam.
Air Cleaned & Water Filtered
For every pair sold as part of the partnership, 6 scuba tanks of air are cleaned of CO2 and 5 gallons of water are filtered.