The Source Snow & Skateboards
ABOUT THE PROJECT
As the UI/UX Designer & Product Data Specialist at The Source Snow & Skateboards, I led the redesign and migration of the company’s e-commerce website while optimizing product data management and the overall user experience. My role focused on designing user-friendly interfaces, conducting UX research, and ensuring consistent product presentation. I also implemented streamlined processes for product photography, data entry, and seasonal launches, contributing to the company’s digital transformation during a highly competitive time in the Canadian snowboarding and skateboarding market.
ROLE
UI/UX Designer & Product Data Specialist
TIMELINE
1 Year 6 Months
Challenges
- Lack of Product Photography: Introducing in-house product photography to reduce reliance on external sources, creating a consistent and professional aesthetic
- Platform Migration: Moving the e-commerce platform from Magento to Shopify required careful planning to ensure a smooth transition for users and stakeholders
- User Experience Redesign: Restructuring the website layout to improve navigation and usability for customers across devices
- Competitive Analysis: Staying ahead of other Canadian snowboard/skateboard retailers by researching competitor websites and identifying areas for improvement
- Inconsistent Product Data: Standardizing product imagery and descriptions for hundreds of items was essential to improving the overall user experience and ensuring data accuracy
Approach
- UX Research & Competitive Analysis
- Conducted competitive research to benchmark industry best practices and identify gaps in the user experience
- Mapped user journeys to understand pain points and opportunities for smoother navigation
- Organized usability testing sessions with stakeholders to validate design concepts and gather actionable feedback
- Product Data Management & Content Creation
- Established an in-house product photography process, creating consistent, high-quality imagery and reducing reliance on external sources
- Wrote engaging and SEO-optimized product descriptions to drive online visibility and engagement
- Coordinated workflows for seasonal launches, ensuring timely updates with seamless integration of new product lines
- Platform Migration & Redesign
- Designed and implemented a Shopify-based website to replace the Magento platform, ensuring a more user-friendly experience, improved back-end management, and better integration with marketing tools
- Created wireframes and prototypes to test layout and navigation improvements before implementation
- Ensured a responsive design across mobile, tablet, and desktop devices, optimizing the omni-channel shopping experience
- Cross-Functional Collaboration
- Partnered with internal teams and external stakeholders to source imagery, gather product details, and align digital campaigns
- Collaborated with the marketing team to plan and execute product launches and seasonal promotions
- Worked with retail teams to ensure online and in-store experiences were cohesive and aligned with the brand
- Visual and Content Consistency
- Introduced a consistent layout for product listings to enhance usability and visual appeal
- Established brand-aligned design standards, ensuring a cohesive and professional look across the entire website
Results
- Increased Engagement: Digital campaigns tied to product launches saw a rise in user engagement due to clearer, more compelling content and navigation
- Platform Migration Success: Migrating to Shopify streamlined backend processes, improved performance, and enhanced integration with marketing tools
- Enhanced User Experience: The redesigned website resulted in a more intuitive navigation structure, increasing time spent on the site
- Higher Conversion Rates: Standardized product photography and better product descriptions contributed to an increase in online sales
- Consistency in Branding: In-house product photography created a professional and cohesive look across all product listings
KEY TAKEAWAYS
- Consistency Matters: High-quality, standardized product imagery and descriptions elevate brand perception and directly impact conversion rates
- Platform Alignment with User Needs: Migrating to Shopify enabled a more seamless e-commerce experience for both users and stakeholders
- Data-Driven UX Improvements: Conducting UX research and competitive analysis is critical to staying ahead in niche markets and addressing customer pain points
- Cross-Functional Collaboration Drives Success: Aligning efforts across marketing, retail, and content teams ensures cohesive and impactful experiences online and in-store
- Adaptability for Growth: The streamlined workflows for seasonal launches and platform migration positioned the retailer for long-term scalability and success
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.