RENEGADE

Custom Redesign + UX Strategy

A running shop in Oakland rooted in community, diversity, and creativity. A renegade is driven by love and the conviction that change is both necessary and possible—extending far beyond just running.

OVERVIEW

The purpose of the project was to redesign an existing site with a focus on enhancing both the design and UX performance to improve overall usability. By analyzing the pain points of the current design, we aimed to streamline the user flow and ensure the content was accessible and intuitive, with the goal of higher user satisfaction and site conversions.

ROLES

Custom Redesign
UX Strategy
Wireframes
High-Fidelity Mockups
Competitive Research
Dev Handoff

Project completed while in the role of Lead UX/UI Designer at NINE15

 OBJECTIVE/CHALLENGES

Capture the spirit of the brand, while optimizing the functionality and flow of the site to improve overall usability.

Identify Pain Points of Current Site

The first step of the project was to not only discuss the new design, but identify the key areas of the site that were hindering the user experience.

  1. The overall look and feel was not portraying their established brand guide in the most effective way. Client desired a more elevated and editorial feel.

  2. User flow was complex and hindering conversion flow.

  3. Community severely lacking attention on current site, which was a large part of client’s brand and mission. Client wanted to incorporate this important part of the mission throughout the site.

 Web Design

After identifying pain points, next was to create the wireframes and high-fidelity mockups for the site incorporating key user flow fixes. Below is a sample of the design, as well as certain UX fixes applied.

Homepage Design

Problem: Look and feel was not portraying their established brand guide in the most effective way- client wanted a more editorial feel, as well as equal attention on events

Solution: Create a new look, incorporating Events and Editorial content

  • Main banner area includes a 50/50 split focusing on product + event

  • Content varies between new launches and upcoming events, all with the same editorial feel

Collection Page

Problem: User flow was complex and hindering conversion flow.

No filters on collection page so users would have to browse page by page, making the purchase journey long and tedious

Solution:

  • Added filters including activity, size, gender, brand and color

  • Added engaging collection description and information to better inform the customer

  • Added option for a collection block to highlight an upcoming event, helping merge the two main components of the website, shop+community

Product Page

Problem: User flow was complex and hindering conversion flow.

Solution: Make buy box area asy to use and intuitive, make selections and product information clear on the page

  • Added key items to help customers in buy box area, such as real image of color selection, type of activity product is best used for, vendor collection link, and review stars to clearly show rating

  • Reorganized product detail description information

  • Included several highlighted features of the product

  • Added a “You May Also Need” for products that would pair well with current selection

The Renegade site redesign was a success. The refreshed styles accurately represented the brand’s identity and significant improvements to user flow and filtering options streamlined navigation, making the shopping experience more intuitive. Additions to the Homepage, Collection Page and Product Page increased user engagement and enhanced the brand’s purpose and mission.

← SUMMIT SHEETS