Foot Locker - Omnichannel Experience

Bridging the gap between shopping online and in-store


Foot Locker Comparer aims to improve the in-store and online experience by minimizing the amount of work required for online shopping at Footlocker and simplifying the current shoe comparison process in-store. Along with this, the product comparer helps to create an omnichannel experience, by bridging the gap between online and in-store sales, allowing customers to seamlessly switch between shopping online and instore. The end result are positive touchpoints, intercepting the customers at pivotal decision moments, and moving "non-purchasers” to becoming "maybes", and "maybe purchasers" to becoming "purchasers".

Main Roles : User Experience (UX), User Interactions (UI) and Prototype Development

Team : Anya Valueva, Jane Wong, Tavan Sohi, Zhanna Krupinina

Project Duration : 5 Weeks

Business Problem

Foot Locker currently is receiving 88% of their revenue from brick-and-mortar stores (Lady Foot Locker, Kids Foot Locker, Foot Action, Six:02, Champs Sports, Runners Point, Sidestep) and 12% from their online websites. When compared to their competitors and suppliers, they have a lower revenue percentage from online sales, and have a lower overall revenue count as well.

Customer Journey Framework


Customers enter the store and discover the app through banners and signs displayed on shoe racks.


Customers are able to quickly compare sneaker models through their mobile device to get quick and summarized information on the model. We integrated a “Snap Item” feature, where the app uses visual recognition of a shoe to scan it, and display the information. With this feature, customers are able to snap as many shoes as they like, see cost and basic information of the product and finally, have the option to add it to a list of ‘saved items’.


The next step is to learn more about a pair of sneakers and compare them side by side to other pairs. We’ve asked sneaker consumers to identify the kind of information they value the most in order to simplify their choice through comparison.

By navigating between snapped shoes, customers are able to view the price, weight, breathability, material, fit of a shoe, and average rating.


Customers can see an “in-action” shot of the shoes allowing for a more inspiring look. This can give users shopping from home an idea of how the selected shoes look, and possible inspiration behind the shoes used.


If a customer is unsure on whether or not they want to make a purchase, the comparison app acts as a platform for keeping track of the shoes that they saw. From home, or on the go, they now have the convenience of researching, and comparing shoes that they are interested in allowing for a more educated purchase.

Ending Notes

The final product of the Footlocker app is not just a redesign, but also an extension of the vast shoe information that Foot Locker possesses. The shoe scanner allows for easy access to this information providing customers with more information to help them make smarter purchases. It also allows for them to begin shopping at the store, and complete their purchases at home if more time to make a decision is required.

Project Slides