Redesigning Ascent Outdoors
After rapidly pivoting to e-commerce during the pandemic, local retailer Ascent Outdoors needed a more intuitive site structure and a refreshed design to improve user experience, drive sales and showcase its unique brand personality.
On a team of three designers, my role was to drive user research, UX writing and client communications for our UX certificate program capstone project.
My Role
For nearly 25 years, Ascent Outdoors has provided outdoor gear, friendly service and unmatched expertise. It’s more than a store, it’s a fixture of the Seattle community — and a first stop for many adventurers of all levels.
The Client
Duration
A 13-week project as part of the SVC UX certificate program
Overview
The Challenge
A Website Worthy of Adventure
Like many retailers, Ascent Outdoors expanded online to meet the changing needs of customers — a move that ultimately helped them endure the COVID-19 pandemic. Now, they’re craving a better experience to meet modern shoppers’ expectations.
The client felt their site lacked an intuitive structure and clear flows to help with buying decisions. And customers were missing out on great information and opportunities to engage with the brand’s biggest differentiator — its excellent staff.
Problem Statement
How might we inspire and guide adventure seekers online the same way Ascent Outdoors does in person?
Existing Homepage
Redesigned Homepage
The Solution
Keep Users
on the Trail
The last thing we want Ascent Outdoors users to feel is…lost. We updated the information architecture to prioritize clear paths and helpful filters so adventurers find their way every time. With visual and content design, we also made sure to infuse the site with the brand’s unique personality and showcase its incredible staff along the way.
The Outcome
Client Goes Wild!
We created high-fidelity mobile prototypes of the homepage, product listing pages and product detail pages. Directly following our final presentation, our client was eager to discuss next steps. We are currently in the process of helping Ascent Outdoors implement our recommendations on its site.
Full list of deliverables: Research deck, new site map, mental model, visual design system, website voice chart, and mobile prototypes.
“I was so impressed with your project. I'm definitely looking forward to implementing some of the changes you suggested.”
— Meg O’Neill, Ascent Outdoors Marketing Manager
Let’s get into it
The User
Adventurers Ready to Act
The outdoor retail space is crowded. And one of the leading brands, REI, is right in Ascent Outdoors’ backyard. To gain traction for a small business, we really needed to know our stuff and get specific about who we were designing for.
Our research included:
Competitive Analysis
We reviewed the websites of three other retailers to understand the conventions of the field and find inspiration.
Secondary Research
I gathered insights on e-commerce and outdoor recreation trends from published research.
Quantitative Survey
We conducted an online survey that received 105 responses from people who buy outdoor gear online.
In-Depth Interviews
We hosted video interviews with five outdoor gear shoppers who have a variety of experience.
We focused on two personas who will benefit greatly from Ascent Outdoors’ unique expertise and are most likely to become repeat customers:
Aspiring Intermediate
She is looking to upgrade her outdoor skills, buy reliable but affordable gear, and appear competent in the activities in which she participates.
Seasoned Expert
He wants to shop efficiently and find deals on replenishment gear and supplies he trusts, so he can get back outside quickly.
Ideation
Right Gear, Right Moment, Right Expert
Ascent Outdoors’ superpower is using deep expertise to match customers with the best gear for their activity, level and budget. We looked for ways to recreate the in-store experience online, so customers find the gear they need and come back for more.
Improve Structure and Filtering
We limited the site depth to three levels and added filters that allow users to drill down according to staff recommendations and user ratings. Our research showed that shoppers put a high value on suggestions from experts and other users when making gear buying decisions.
Connect Content
to Product
To build linkage between staff expertise and items, we added contextual navigation so that users never get stuck when searching for the right gear or advice. Strategically-placed Related Product features help shoppers to stumble on items that might enhance their next adventure.
Bring the
Brand to Life
Finally, we found new ways to enhance the brand expression online. This included a refreshed design system and voice pillars, highlighting staff knowledge, and adding playful details at key moments like appointment booking and order placement confirmation screens and empty cart states.
Design Summary
Put the Joy in Discovery
Ultimately, our design works to aid moments of discovery, whether it’s finding the perfect pair of ski boots or game-changing advice on how to clean your hydration bladder. By catering to preferences and key purchasing moments such as taking up a new activity, planning a big trip or moving to a new region, we can make finding and selecting the right gear a better experience for Ascent Outdoor users.
Where we ended up
Usability Results
More, Better Routes
Our goal was to design a site that is easy and intuitive to use and allows visitors to form a connection with the Ascent Outdoors brand. Tree testing affirmed that our site structure and product categorization was consistent with what users want and expect. And usability testing revealed that users benefitted from better contextual navigation like Related Products and Product Education widgets. However, most users weren’t ready for some of our out-of-the-box features like a floating mobile navigation menu.
Reflections
Into the Wild
As an outdoor lover myself, redesigning the Ascent Outdoors website was a truly rewarding experience. As we work with the client to implement some of our designs on the live site, I’m eager to gather real metrics to measure the impact of our work. If there’s anything I would change, I would have conducted baseline usability testing at the start, so we could identify specific problems to solve.
Photo credits