Dr Martens – Redesign
Project goal:
Dr Martens is shifting towards a more premium market position, leading with boots, anchored in icons and innovation and centring its storytelling around the product.
Background:
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The website hasn’t had a major redesign since launch, making the hierarchy on pages confused and fragmented
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Incremental CRO wins haven’t reduced bounce rate or encouraged browsing behaviour
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The brand is aiming to escape a cycle of discount-led shoppers through a more polished image and highlighting product craftsmanship
General design approach:
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Informed by extensive benchmarking across premium ecommerce
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Retained strongest past A/B test winners to protect conversion
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Responded to long-term user feedback describing the site as loud, jarring and too dark
PDP design:
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Simplified header and image carousel to reduce competition with content and encourage engagement
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Optimised product information, size selection and add to bag to support confident purchase decisions
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Reworked content, reviews and upsell sections to support browsing while reinforcing premium positioning
PLP design:
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Elevated hero and navigation to set a more premium tone and aid discovery
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Simplified product tiles to reduce noise while keeping proven drivers of click-through
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Introduced flexible content and merchandising blocks to break the grid and support sell-through