GOREWEAR
GOREWEAR designs and manufactures cutting-edge apparel products for endurance athletes to enhance their experience in all-weather conditions.
The Challenge.
GOREWEAR was operating separate online stores for 5 brands in 16 countries, with each site running on its own isolated set of tools and workflows, many of which were outdated and costing the company significant time, money, and resources.
GOREWEAR was also contracting much of its eCommerce operations to a costly, inefficient third-party provider, resulting in workflow bottlenecks and a lack of business scalability. Updates to online stores were slow to implement, product time-to-market was constantly impeded, and order fulfillment had a lengthy turnaround time.
GOREWEAR sought to bring all of its eCommerce operations in-house to deliver a superior customer experience, while also streamlining internal processes and procedures.
The team's task was to design and develop a responsive, agile eCommerce ecosystem, able to effectively respond to market trends, customer feedback, and data, and deliver a faster, smarter online shopping experience.
The Team.
I was the UX and UI designer working with a team of front-end & back-end developers, a product owner and a project manager.
Discovery.
The first step in this project was to complete a full discovery. Here, we gained an understanding of GOREWEAR’s current eCommerce ecosystem, from its various tools and processes, to the strengths and weaknesses therein. I immersed myself into the brand guidelines, conducted competitor analysis, as well as best practice commerce reviews.
We worked in close collaboration with the GOREWEAR team to understand the business logic, workflows, procedural tasks, required input/ output information, and solutions necessary for the eCommerce site.
We identified, defined, and documented all existing and proposed features and functionality for the site, while determining all relevant third-party plugins for each feature.
Design.
I started by putting pen to paper to create several quick ideas. Then took the best 3 of those into wireframes, which were presented by myself to the GOREWEAR team.
Once a direction was chosen, I interpreted their new brand guidelines into a figma design library to enable me to rapidly create pages and prototypes.
The next stage was to create the basic commerce flows, then the marketing pages, then the support, about etc. pages.
I held twice-weekly design reviews with the whole team to ensure everyone was involved and up to speed.
Once signed off, I handed the designs over to the development team who deilvered a multi-language, responsive site.
Reflection.
This was something of a dream project for me, being a keen runner and cyclist.
It was an expereince to design and deliver a site that I would be a customer of myself, that not only met the new brand guidelines but exceeded the business goals.
It delivered 20% increase in CTR, 250% increase in average order value, and 57% increase in revenue.