Arc’teryx

ABOUT THE PROJECT

As the Digital Brand Experience Coordinator at Arc’teryx, I led the transformation of the Arc’teryx Academies’ digital experience—a global outdoor event series connecting participants, athletes, and event hosts. While my role focused primarily on the North American market, I also supported teams in EMEA and APAC. I designed, developed, and optimized nine event websites to deliver a cohesive, omni-channel experience across mobile, desktop, and tablet devices.

ROLE

Digital Marketing, Email Marketing, Graphic Designer, UI/UX Designer & Web Developer

TIMELINE

1 Year 6 Months

Challenges

  • Brand Consistency: Ensuring all event websites adhered to Arc’teryx’s global branding standards while accommodating regional differences
  • Website Usability: Designing intuitive, accessible experiences for users with varying skill levels, from beginners to experts
  • Communication Gaps: Streamlining interactions between participants, athletes, and event organizers to improve the overall event experience
  • Scalability: Building a digital platform capable of supporting increasing participation and engagement year-over-year

Approach

  1. User-Centered Research
    • Conducted surveys and feedback loops with previous participants to identify pain points and user needs
    • Created user personas to represent diverse skill levels, ensuring content and features were tailored to different user groups
    • Mapped user journeys to uncover navigation challenges and streamline user flows
    • Analyzed digital analytics to refine navigation structures, calls-to-action, and content strategies for maximum impact
  2. Prototyping and Testing
    • Designed interactive wireframes and high-fidelity prototypes to visualize solutions and gather early stakeholder feedback
    • Conducted thorough usability testing across mobile, tablet, and desktop platforms, ensuring responsive and intuitive experiences on all devices
  3. Cross-Functional Collaboration
    • Partnered with retail teams to incorporate customer-facing insights into the digital experience
    • Worked with global teams across EMEA and APAC to address regional nuances while maintaining global branding consistency
    • Collaborated with stakeholders from marketing, product, and development teams to align goals and integrate diverse perspectives
  4. Design and Development Enhancements
    • Redesigned and rebranded event websites to align with Arc’teryx’s global branding while prioritizing usability
    • Enhanced the email communication system to facilitate direct, seamless interactions between participants, hosts, and athletes
    • Built the foundation for a dedicated mobile app, incorporating features like ticket management, event schedules, and personalized notifications
  5. Strategic Planning
    • Developed a three-year digital roadmap to scale participation, enhance omni-channel experiences, and introduce innovative tools like the mobile app

Results

  • Growth in Event Registrations: Year-over-year increases in participation due to improved usability and seamless user flows
  • Enhanced User Experience: Redesigned websites offered clearer navigation and tailored content for all skill levels
  • Stronger Brand Cohesion: Event websites now seamlessly reflect Arc’teryx’s global brand, enhancing professionalism and user trust
  • Improved Communication: Upgraded email systems fostered stronger connections between participants, hosts, and athletes

KEY TAKEAWAYS

  • User-Centered Research: Leveraging user personas, surveys, and analytics ensured the final product directly addressed user needs
  • Iterative Design Process: Prototyping and testing helped refine solutions and deliver an intuitive, polished user experience
  • Cross-Functional Collaboration: Partnering across teams ensured alignment with business objectives and addressed regional nuances
  • Strategic Branding Alignment: A consistent, unified branding approach strengthened Arc’teryx’s digital presence
  • Scalability for Growth: Long-term planning laid the groundwork for continued expansion, including a future mobile app launch
  • Omni-Channel Optimization: Seamless transitions between digital and physical touchpoints enhanced the overall user journey

Let’s Connect!

Have a project in mind or just want to say hi?

I’d love to connect! Feel free to reach out to me on LinkedIn or drop me an email.

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