Product design / iOS Mobile app / Contract
Full mobile app
Design director, product designer, FTSY team
Shopping for shoes online is full of uncertainty. Even if you know your size, every brand and style fits differently. FTSY solves this by matching your foot profile to the right shoes, helping you discover new brands and styles that actually fit.
I was responsible for reimagining the online shoe shopping experience to make finding the perfect fit effortless.
Discovery
FTSY’s standout feature is its interactive foot-scanning experience, which recommends shoes that fit perfectly. Despite the innovation, adoption was slow and users frequently failed to complete the process.
My first step was to understand how people shop for shoes online and how FTSY fit into that journey. I conducted five moderated usability sessions where participants used the app while discussing what makes for a great shoe shopping experience. The insights were compiled into a report with key findings and actionable recommendations.
The problem: Users struggle to complete foot scans and lack confidence in sizing and purchases. The experience needs a clearer scanning process, smoother onboarding, and a more intuitive way to browse shoes.
Design
All five participants struggled to complete a scan on their own, often saying, “It’s too much work. I need instructions while doing it.” The app provided guidance before the scan, but not during it, leaving users uncertain and frustrated.
Four out of five participants also lacked confidence in the size recommendations, doubting the accuracy especially when it differed from their usual shoe size.
To address this, I redesigned the scanning experience to be faster, simpler, and more intuitive, focusing on step-by-step guidance, clear feedback, and visible progress throughout the process.
Design
User testing revealed a general lack of confidence when purchasing through the app. The main issue was insufficient product information to support decision-making.
I redesigned the product pages to feel more transparent and trustworthy by enlarging imagery, highlighting colours and prices, and surfacing product descriptions more clearly. I also refined the purchase button’s copy and colour to make the next step feel intuitive and safe.
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In the previous version, users were still asked to manually choose a shoe size, undermining the purpose of the foot scan.
To fix this, I integrated scan results directly into the product page, making them more prominent and personalized. Each recommendation explained why a size was suggested, helping users trust the technology and feel confident completing a purchase.
Design
All five test participants said they wanted to start by browsing shoes, yet the app forced them through a lengthy onboarding process requiring account creation and foot scanning first.
To remove friction, I restructured the experience so users could freely browse before scanning or signing up. Subtle prompts encouraged them to complete a foot scan later, keeping the flow natural while reinforcing the app’s core purpose.
I also redesigned the browsing experience to feel more engaging and purposeful. The homepage now guides users toward relevant products, and new filters make exploring styles and fits faster and more intuitive.
