The Challenge
An athletic product company with a strong wholesale business was looking to update their site’s visual appeal and user experience to attract individual consumers with a strong focus on simplicity, strength and mobile use.
Solutions & Objectives
Create clear navigation language and points of entry for new customers and wholesale dealers with a mobile-first focus.
Use strong, bold colors and typography drawing from product packaging and movement-based design elements in the visual design.
Highlight the companies athletic story-telling and resources throughout the site from the home page to product pages.
Home Page Design
User Personas
Research for personas included information about the company’s new consumer:
Mike - THE SIDE COMPETITOR
Bio: Since Mike was young, he always was involved in some sport or another. Basketball, baseball, track, swimming, etc. He loves to be active. As an adult, his office job keeps him pretty inactive during the day, but he still stays active with some fun intramural leagues and goes to the gym pretty frequently.
Motivations: Mike has realized that he needs to care for his body as much as he works it. Aches and pains have crept up, and Mike is learning how to use foam rollers and similar products to help his recovery. He wants to find more products that can help keep his body moving and learn techniques for the best recovery techniques.
User Stories
Example WITH DESIGNS
As Mike uses the site to find the right products, he may try a few different paths. When he’s feeling a bit sore, he might start with looking for products that work specific areas of the body. The desktop and mobile screens are designed for multiple points of entry for users like Mike. On product pages, Mike wants to see lots of information about the product so he can learn ways to use them more effectively.
