UX/UI: Sports Basement

The project: research user interaction with the existing website to rethink the navigation system.

Additionally, create special landing pages for various outdoor activities; organize and highlight areas of our business relating to each activity (including: retail, rentals, experiences, in-store services, etc.).

What I did: Utilizing a growing understanding of our customer base, their interests, interactions, and navigation habits, I created a system for modular page development to coexist with our new navigation to present a more cohesive and special experience with our brand.

Tools: Adobe Illustrator, Invision, Adobe XD

Initial reactions: Users enjoyed the deeper experience of the Camp & Hike category landing page, which was more informative, thorough, and engaging than the previous option of only retail product based search results. Customers expressed excitement with other areas of the business they were less familiar with and previously unable to find (rental gear, outdoor trips).

Suggestions: Show product at a higher level in the search process; users reported an interest in seeing product images in the category fly-out menus as opposed to simple text or iconography, building a sense of legitimacy and quality by showing product.