Rick's Ranchwear is a retail boot company with 8 stores across the nation. Due to reduced traffic in the stores as a result of the pandemic, the company was looking to create an online store to expand their customer base.
I ran lead on the design and also managed all of the development projects working with a team of 2 web developers.
The main driving factor behind Rick’s Ranchwear and Boot Factor Outlet stores comes down to a single promotion that is always offered to customers. “Buy 1 pair of boots, get 2 pairs free”... pretty hard to believe right? Would you trust a deal this good?
Historically, the company has been able to create trust with its customer base by visiting the locations in person. The staff, the store, and the quality of the boots they try are all great reasons to trust the brand and the deal that they are offering.
With an online store, customers won’t have the same opportunity to build trust with the brand without the in-person experience they get in brick-and-mortar storefronts.
As a new Boot Factory Outlet online customer, I struggle to trust the authenticity of the website, because I am unfamiliar with the brand and the buy 1 get 2 free offer seems too good to be true.
Due to the nature of the buy 1 get 2 free promotion existing for all products across all categories, we opted for building a custom front end application that would give us the flexibility we needed to create a custom checkout experience and to ensure that the website remain decoupled to ensure minimal future technical debt.
We aimed to make the shopping experience and checkout flow as seamless as possible while ensuring that customers are aware of the buy 1 get 2 free promotion. Some highlighted features are highlighted below.
During the usability testing we were able to determine that users felt that they could trust the deal on the website due to the transparency of the deal and the overall quality of the shopping experience on the site.
