Case Study

Challenge has grown from a company with a small, focused product line to a large online retailer selling hundreds of products under dozens of brands. As the product line grew, the task of finding the desired merchandise was becoming more complex for customers. In addition, the company was not optimizing the opportunities for cross-selling because related merchandise was not being displayed to shoppers.


Research on user interaction and customer experience provided input for the new enterprise architecture, which was designed to improve shopping, increase cross-selling, and facilitate checkout. After conducting its analysis, Earley Information Science made the following recommendations:

  • Navigation by images and better breadcrumbs would give shoppers more context
  • Improved marketing attributes and item relationships would help cross-sell accessories
  • Differentiation from competitors could be achieved through through site search and navigation refinement

The new information architecture (IA) was designed to boost the effectiveness of’s marketing efforts. It is carefully curated, allows faster and more responsive search, and produces complete and clean item merchandising.


After EIS’s new Digital Information Architecture was implemented, customers enjoyed a significantly improved shopping experience thanks to better navigation, enhanced page layout, promotion of related products, and easier checkout. The gift certificate redemption process was also simplified. As a result of these improvements, conversion rates increased 14%. also was a winner in the 11th Annual Bizrate Circle of Excellence Awards, which recognizes the top 2.7% of online retailers. Perhaps most significantly, OnlineShoes ranked in the 95th percentile in ForeSee Results customer satisfaction surveys.