Sierra Designs
In 2021, I led a website redesign project for Sierra Designs, using Adobe XD to create a fresh, modern user experience aligned with their expanding outdoor apparel collections.
All information in this case study is my own and may not reflect the views of Exxel Outdoors.
Project Overview
The redesign focused on simplifying navigation, enhancing mobile responsiveness, and highlighting product features and technology. Using Adobe XD, I built interactive prototypes and streamlined the visual style to create a cohesive, user-friendly interface. This approach allowed for quick iterations based on stakeholder feedback, resulting in an optimized website that significantly improved usability and effectively showcased Sierra Designs’ product range.
Project Kickoff
In preparation for the website redesign, I met with key stakeholders to align on incorporating modern features like product and category carousels and advanced search filters We discussed user needs and reviewed analytics insights to prioritize elements that would enhance navigation and showcase products more dynamically. I presented initial design concepts emphasizing improved interactivity and user engagement, gathering valuable feedback on functionality and design preferences. This collaboration ensured that the planned features would support goals and an intuitive user experience.
I created a component for product detail pages (PDPs) to showcase product features and technology, helping users identify the specific areas related to each feature.
For product landing pages (PLPs), I wanted to make sure users understood how sleeping bags and apparel functioned. I implemented hover states so users can see how a product opens. I designed detailed filters as well so users could filter specifically for types of insulation, weight, temperature rating, and more.
Results
The website redesign project achieved impressive results, delivering a 25% increase in conversion rates. By implementing a streamlined user interface, the redesign improved the overall user experience, making it easier for customers to find and purchase products. The refined design, combined with faster loading times and a mobile-optimized layout, helped reduce bounce rates and keep users engaged. Stakeholder feedback was overwhelmingly positive, with the increase in conversion rates affirming the redesign's success in aligning user needs with business goals. In 2024, Sierra Designs was named as one of the "50 Best Ecommerce Websites" by webcitz.