Gathr Outdoors
Streamlining Brand Consistency and User Interaction Through UX/UI Transformation
Wireframing, Design Systems, Visual Design, Interaction Design, D2C
Gathr Outdoors, headquartered in Nashville, Tennessee, is a diversified global leader in the design and manufacture of outdoor products and sporting goods. Operating through three core segments—Outdoor, Camp, and Recreation. Their digital platform was in urgent need of an overhaul to enhance brand cohesion and user interaction and engagement.
My role in this project was to lead the UX/UI transformation, overseeing the strategic redesign of the digital platform and developing the design systems that ensured a consistent and cohesive user experience across all digital touchpoints.
CHALLENGESThe company faced significant challenges in maintaining a consistent and intuitive user experience that aligned with their brand identity across various digital touchpoints.
Inconsistent User Interface
The digital platform's design was outdated and inconsistent, leading to a disjointed user experience that did not reflect the company’s brand values.
Poor Mobile Interaction
With a growing number of users accessing the site via mobile devices, the lack of a responsive design resulted in decreased user engagement and satisfaction.
Operational Inefficiencies
The existing user interface design did not facilitate efficient task completion, causing frustration and a higher rate of abandonment.
Address the Root Causes
The platform's design had not evolved in tandem with new technological advancements and user expectations, leading to an urgent need for a strategic overhaul.
SOLUTIONSStrategic Implementation
The project aimed to streamline the user journey, ensuring intuitive navigation and efficient task completion, while reflecting the brand identity through a visually appealing and cohesive design.
Implementation Process
The redesign involved extensive user research, usability testing, and iterative design cycles. A new user interface kit was developed for each brand—ORCA, Klymit, and GCI Outdoor—to ensure consistent application of each brand’s look and feel.
Distinctive Features
The redesign emphasized creating responsive layouts and innovative user journeys to elevate accessibility and dramatically increase mobile interaction.
Establish Design Language
Design systems were also developed to serve as foundational architecture for creative and development teams, enhancing alignment and execution efficiency.
RESULTSEnhanced User Engagement
The new, intuitive user interfaces and responsive designs markedly boosted user engagement, particularly on mobile devices.
Measurable Operational Improvements
The streamlined user journeys and efficient task completions reduced operational friction and user frustration. Stakeholders and users alike praised the new structure for its aesthetic appeal and functionality, affirming the success of the redesign efforts.
Increased Customer Satisfaction
The consistent and cohesive user experience across all digital touchpoints led to increased customer satisfaction. The project received positive feedback from key stakeholders, indicating a successful alignment with business and user needs.