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Built for the Experience
Taking digital strides with Timberland
My team was tasked with translating Timberland’s journey from humble workwear to cultural icon into an engaging e‑commerce experience. With customers spending as much time online as in‑store, we needed to bring the brand up to speed with its audience without losing sight of what makes it Timberland.
We developed a comprehensive strategy, running on‑site user testing and gathering eye‑tracking insights to pinpoint and fix key comprehension gaps. I led the content strategy, shaping a tone of voice that carried the experience and deepened engagement at key click moments.
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