Bringing the in-store experience online
Responsive e-commerce website design for an outdoor equipment store
OVERVIEW
The Wilderness Exchange is a Denver-local climbing and skiing specialty shop. While it focuses on skiing and climbing, they carry a wide variety of outdoor equipment.
MY ROLE
Individual project with a focus on visual design.
I completed this project individually aside from initial user research, which was performed with 4 other UXers.
TOOLS
-
User interviews
-
Contextual Inquiry
-
Personas
-
Card Sorting
-
Clickable Prototyping
-
Usability Testing
-
Axure
-
InVision
-
Pen + Paper + Whiteboard
THE CHALLENGE
Create an e-commerce responsive site that allows users to receive the same staff support as the in-store experience.
Process
-
Create a schedule.
-
Conduct user interviews & competitive analysis.
-
Ideate and brainstorm solutions.
-
Create prototype.
-
Conduct usability testing.
-
Iterate.
-
Finalize designs
-
Polish and delivery final deliverables.
USER RESEARCH + competitive analysis
I analyzed REI, Backcountry, and Sierra Designs to compare to the Wilderness Exchange. I used the analysis to instill standard design patters for online outdoor equipment stores and see where The Wilderness Exchange could stand out compared to the competition.
​
Next, me and four other UXers went to the Wilderness Exchange. We spoke with the manager, employees, and customers in the store. Along with interviews, we performed contextual inquiry.
KEY TAKE-AWAYS:
​
-
Customers were constantly seeking advice from the staff.
-
The manager states that their friendly staff is what gives them an advantage over REI right down the street.
-
Most customers like to touch and feel an item before buying.
BYRON TERREL
​
“I know what brands I trust and which I don’t. I come to the Wilderness Exchange because I trust the guys here and I know they’ll hook me up with best equipment.”
BRAD OBERLAND
​
“I moved to Denver because it’s the hot new place to live. There is just about any kind of adventure out here and I’m ready to try it all!”
VERONICA PHILLIPS
​
“I stopped into the Wilderness Exchange when I was in Denver seeing a Broncos game. I was window shopping around town and wanted to check it out. Seems like a cool store!”
DISCOVERY
Through user research I realized that I needed to leverage the friendly staff presence on the on-line e-commerce site. I also needed to add a way where users can get a sense of the touch and feel of the item.
IDEATION
I sketched out multiple ideas for all screens before jumping on the computer. I sketched roughly ten ideas for each page from the home screen through the checkout flow.
USABILITY TESTING + ITERATIONS
I conducted usability testing to ensure that customers could easily get from the home page and checkout. I was able to pin-point usability issues and iterate based on the feedback.
SOLUTION
I added a section where the staff give their expertise about each product offered online. I also implemented an in-depth review section, which allows customers to get a sense of the touch and feel of the product. This site is also responsive so it appeals to adventurers on the go.
​
View the final report with annotated wireframes here.
FINAL PROTOTYPE
next steps
Testing details for the review section depending on the product - each product category would need a custom review section to ensure it thoroughly describes the touch and feel. Also, adding incentives for writing reviews would need to be tested and perfected
OBSTACLES
One obstacle I faced during this project is the lack of time for testing. The emphasis for this project was visual design and annotated wireframes. I was able to receive feedback on the designs and iterate as I was increasing the fidelity or the site.