Boot Factory Outlet

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.


Rick's Ranchwear


UX/UI Design | Project Management


UX/UI Designer

About the Users

Problems & Opportunities

A Deal Too Good To Be True

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?

The Unbelievable Truth

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.

Building Trust in the Online World

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.

Working Problem Statement
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.

Process & Solutions

Design Process

Discovery & Defnintion Methods
  • Competitive analysis of both direct and indirect competitors
  • Stake holder interviews
Development & Delivery Methods
  • Low-fidelity prototyping
  • Stakeholder reviews
  • High-fidelity prototyping
  • Usability testing

Design Solutions

Custom Storefront Development

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.

  • The front end web application would be built in ReactJS
  • The back end of the storefront would be driven by BigCommerce
  • The content would be managed through Graph CMS
Creating an Online Store You Can Trust

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.

Buy 1 Get 2 Free Messaging and Promotion Transparency
A Deal for Everyone, Even the Unaware
Speeding up the Checkout Process with Simple Filtering
Simplifying Product Option Selection

What's Next?

A Deal Worth Coming Back For

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.

Project Resources

Boot Factory Outlet Live Website

View Boot Factory Outlet Website (Password Available Upon Request)

Other work

Let's see what we can create together next!

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