DM's Leather Guide
Overview
Following the launch of the original Dr. Martens Leather Guide, I revisited the experience using performance insights and feedback from regional teams. The aim was to simplify how customers discovered and understood our key leathers, while evolving the experience to align with the new Made Strong brand direction.
Services
Web Design
Digital Marketing
Role
Creative Design lead, Digital Marketing Lead, Digital Designer lead
Regional data informed new user journeys, wireframes and marketing planning, creating a simpler and more connected experience across web and CRM.
A cleaner, more editorial experience brought key leather information upfront, making materials, products and care content easier to discover.
Leather education was integrated across CRM, from welcome and post-purchase journeys to flexible material-focused templates regions could use when needed.