FOX RACING ECOMMERCE
A New UX For The New Line
01. THE BRIEF
Fox has a brand new Mountain Bike All Weather (outerwear and base layers) line. As this product is brand new, there isn’t any equity in the products branding or naming structure. There are jackets and apparel ranging in features from entry level to pro and designed for cold, rainy, and/or windy weather.
Fox needs a tech video and landing page for the new All Weather line.
To gather a better understanding of the problem and define our objectives, we researched endemic and non-endemic companies selling outerwear and technical product. To collect more information we also scoured through Fox’s existing User Maps, Heat Maps, and Click-Throughs.
This research showed some obstacles between a customer that is unfamiliar with the product and checkout.
Internal employees have difficulty differentiating the Attack Pro MTB jackets visually.
Consumers aren’t watching the existing product tech videos on youtube
Customers visiting existing technical products are focused more on the graphics and colorways that scrolling down to read tech features.
Existing navigation to special collections has very low click-through.
GOOD SALES ARE ABOUT GOOD TIMING
If we focus on the timing of the information provided, making it relevant and digestible for the user’s familiarity with the products, more consumers will make it to the product pages. At the product page, users with the need for MTB Outerwear will be knowledgeable enough on the product to purchase.
NEED TO BE NIMBLE
To complete the project by the deadline, the strategy, and design needed to be done at an accelerated pace to give the developers enough time to build these pages.
I lead a small team that met several times daily to sort through data, concept solutions, build user maps and sketch wireframes. These are the rough diagrams that I pitched to the global stakeholders to communicate our strategy.
Our greatest opportunity to use real estate on the Fox Website to help the customers understand the distinction between the dedicated use of each product.
CATEGORY DISPLAY PAGE
Via looping tech videos (>10 seconds) we explain the technical features that allow the products to perform so well.
PRODUCT DISPLAY PAGE
Now that there should be an understanding of the products leading function and main technical features we cater to the indecisive and the gear geeks. This page has the full-length tech video explaining all the primary and supporting features, along with written specifications.
05. DESIGN AND DEVELOPMENT
INITIAL USER TOUCHPOINTS
Main Objective: Excite
At the earliest stages of seeing this product, the marketing material should do the work, relevant MTB Athletes and In-Weather Action Imagery should grant authenticity to the products.
Our greatest marketing channel is via instagram and facebook. The impressions that the Ride All Weather content had totaled over 500K likes and views across these two platforms. 80+% of the traffic on the landing page is generated by links on these channels.
Main Objective: Familiarize
Customers aren’t familiar with the Fire, Water, Wind naming structure and are likely unaware of the availability of different product classes.
The landing page was designed to familiarize the customers with the three product lines offered in the All Weather collection and educate them on the products main functions.
CATEGORY DISPLAY PAGE
Main Objective: Educate
At this level, the customer understands the product’s main function and the big picture features are introduced via the looping video, leading them to make decisions on the product’s aesthetics and stylistic choices.
PRODUCT DISPLAY PAGE
Main Objective: Sell
While selecting product color and size, the technical description and video offer the most in-depth look at the technical features packed into the product. These details are for the real gear geeks that want to know it has sealed seams and 10Kmm Water permeability.
The Proof is in the Pudding.
The featured products are ahead of schedule to sell out and consumer interaction demonstrate the understanding of the naming conventions and purposes of each product.
What Worked? What Didn't?
Reflecting on the work we have done, and the analytics there are a few considerations for future projects.
a. Utilize more action imagery on the landing page. The video received the most attention, and users rarely made it to the bottom of the page.
b. CTA’s are still relevant. The need for CTA’s was questioned during our wireframing stages and the analytics showed that they received the most clicks.
c. Simplify the landing page. The time spent on the landing page and User tracking showed that the majority of users either didn’t utilize or understand the icon-based tabs explaining technical information.
Don't Reinvent the Wheel.
The approach implemented on the All Weather category display pages and product display pages was implemented on the technical clothing products as well. These products have hidden technical features that kept the styles wearable but offered the customer more benefits. With these features hidden, this approach helped to sell technical t-shirts and sweatshirts.