OVERVIEW
Phoenix Rodeo is one of the most trusted brands in the rodeo apparel market offering high-quality apparel and riding accessories since 1997. The brand has national recognition outfitting some of the best athletes in the sport.
THE CHALLENGE
Like many small companies, Phoenix was struggling with retaining brand integrity throughout the site. Customers have asked the Phoenix team to have the ability to customize their apparel. The Phoenix team was also looking for a kinetic tool to allow users to add custom embroidery, patches, and other unique things that help customers reinforce their investment. Simple user experiences were challenging, and customer feedback was invaluable. While discussing the website with customers, they knew that they were transported from the main ecommerce experience into a third-party plugin that was quite difficult to interact with. The ecommerce experience seemed to be compromised. Extremely low conversion rates and a high number of calls with sales associates helped me target the sales funnel.
THE SOLUTION
The main site needed a bit of a facelift and before we worked on the aesthetics, I worked with the team to extend the elements of the brand into design tokens that could be readily used throughout the site. I then focused on the customer's requests for better menu taxonomy and a less tangled PLP page. I then moved into my direct focus, the PDP page. Here I was able to extend the visual space around the elements, reduce the number of popup screens, and step the customers through a frictionless custom build for riding vests.
RESPONSIBILITIES
UI Design
UX Design
Branding
THE CHALLENGE
Like many small companies, Phoenix was struggling with retaining brand integrity throughout the site. Customers have asked the Phoenix team to have the ability to customize their apparel. The Phoenix team was also looking for a kinetic tool to allow users to add custom embroidery, patches, and other unique things that help customers reinforce their investment. Simple user experiences were challenging, and customer feedback was invaluable. While discussing the website with customers, they knew that they were transported from the main ecommerce experience into a third-party plugin that was quite difficult to interact with. The ecommerce experience seemed to be compromised. Extremely low conversion rates and a high number of calls with sales associates helped me target the sales funnel.
RESPONSIBILITIES
UI Design
UX Design
Branding
THE SOLUTION
The main site needed a bit of a facelift and before we worked on the aesthetics, I worked with the team to extend the elements of the brand into design tokens that could be readily used throughout the site. I then focused on the customer's requests for better menu taxonomy and a less tangled PLP page. I then moved into my direct focus, the PDP page. Here I was able to extend the visual space around the elements, reduce the number of popup screens, and step the customers through a frictionless custom build for riding vests.
Talking to Cowboys
We wanted to validate our own instincts so we scheduled a few days of user experience exercises to help qualify a few ideas we had to improve the website.
