Shoe and accessories brand The new site, which went live last month, features user-generated content from social media sites, and allows shoppers to log in with their Facebook credentials.

Before the redesign, the site concentrated heavily on product listings and information, says Mark Freidman, Steve Madden’s president of e-commerce. The new, socially focused design changes  that. “We wanted the site to be a combination of e-commerce and branding,” he says.

displays on the home page photos that customers post on Facebook, Instagram and Twitter and tag with one of various Steve Madden hashtags. For instance, on the home page today Steve Madden encourages customers to post photos of themselves wearing its products with the hashtag #SMOOTD, which stands for “Steve Madden outfit of the day.”

Along with new features and functions, the redesign employed a technique known as adaptive design that tailors the look of the site to the device the consumer is using. To do that, the retailer’s server detects the device the consumer is using and only sends the page elements the retailer wants to show on that screen. That allows Steve Madden to have one web site for all customers that fits the screens of computers, tablets and mobile phones.