Aqualung is a globally-renowned dive gear brand that was looking to upgrade their online storefront experience and improve customer engagement. I worked with their marketing and sales team to craft a user-tailored experience with personalized touch points throughout the purchase journey and implemented eCommerce best practices.
Lead UX / UI Designer | 2018-2020
Project Goals
Create an engaging and personalized web experience that will:
Present a diverse product line in a tiered information hierarchy and personalized recommendations
Provide intuitive navigation for veteran divers looking for specific products
Establishes strong brand identity across all pages
Challenges
Aqualung carries a wide array of products, brands, and specifications that are difficult for users to find
The site had to cater to users with a wide range of knowledge and skill level
Users are not completing purchase journey
Extensive Product Catalogue
Diverse Target Audience
Drop-off / Cart Abandonment
01
Discovery
Stakeholder meetings & data review (dwell time, bounce rate, dropoff, etc.)
02
Define
Design workshops, identify target users & site goals
03
Wireframe
Present two UI options & wireframes
04
Delivery
Complete page designs & hand off clickable prototype to developers
Process
Excerpts from wireframe presentation
Mobile First
UX elements were optimized for mobile viewing, as the majority of Aqualung's site traffic were mobile users.
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UI Design
Information Management
Improved navigation, product quickview, and expanded search capabilities all aided users in finding the products they were looking for faster and decreased drop off rates.
Improved Check-Out Experience
Pop-out cart, product upsells, and more were implemented to streamline and personalize the user's check out journey.
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Storytelling & Brand Voice
Products were only half of Aqualung's brand - their Ocean Ambassadors, conservation efforts, and innovations were given their own pages. Additionally, Ambassadors' "Product Picks" were a way to promote Aqualung's products.
