Nite Ize Website Case Study
Client
Nite Ize
Role:
User experience, art direction, design systems, user testing
Year:
2023-2024
The challenge
Navigating the intricate terrain of Nite Ize's product line poses a unique challenge for customers. The abundance of product offerings adds complexity to the website design and leads to an overwhelming experience.
My role
As a design lead on this project, I collaborated with the marketing and design team at Nite Ize to conduct user and market research and ideate potential solutions. I then proceeded to defining the solution, creating a roadmap, establishing architecture, and designing the product.
The research
I used a SWOT analysis (strengths, weaknesses, opportunities, and threats) to illuminate and address the engagement and conversion rates on the website, and to better inform us of the best path forward.
UX research
I began with a content audit of the navigation. The existing groupings were confusing and difficult for users to discover products. We proposed a new grouping structure to stakeholders to simplify navigation on the website, but this was met with hesitancy. Offering an alternative solution, we proposed the addition of a new "shop by activity" feature.
User research
I compiled generative user research through email marketing and website surveys collected during the SWOT analysis. While most respondents indicated that they were satisfied with the website overall, common challenges with the user experience included the website being “complex,” “detailed,” and “non-intuitive,” offering opportunities for enhancement.
Based on the SWOT analysis, UX research, and user research, we identified 3 key issues related to the UX/UI design of the Nite Ize website: 1) Lack of visual hierarchy, and 2) Confusing navigation, and 3) Overly complex page designs.
The solution
Hierarchy
I implemented use of a single large banner on the landing page with a clear call to action. Large blocks of content on the landing page are woven in with large product feature images, instilling a sense of continuity while maintaining interest as visitors scroll. Product pages mimic this sense of cohesion and simplicity, with large product images positioned next to product details and purchase options.
Navigation
To allow users to more intuitively find and discover products, I developed a new "shop by activity" feature that is accessible from the navigation and from a carousel on the landing page. As an alternative way for users to find and discover products, I created a simplified sub-page menu from the "shop" section of the navigation bar. Lastly, I made the navigation sticky, eliminating the need to scroll back to the top of the page, which enables visitors to quickly access the search bar.
Live Chat
The current website features a chat link that directs users to email support for any questions. We wanted to make the process of contacting support a seamless and quick experience, and therefore started testing a live chat feature.
Gear Finder
The gear finder is a product search tool that compiles a selection of products based on a short survey that the user completes. Currently, the gear finder takes up valuable space on the landing page, and it was determined that the tool should be accessed via the navigation bar, with the possibility of adding it back to the landing page if the new design indicates increased interaction with the tool.
Usability testing
We A/B tested the "search by activity" navigation as a carousel below the landing page banner. We conducted user testing with this new feature and responses were positive. The team is continuing to test other high-impact components of the website redesign.