HOMEPAGE
Added grid to Collections
Added grid to Collections for quicker scanning and variety at a glance.
RESPONSIVE WEBSITE DESIGN
How Thoughtful UX Design Increased Engagement for First-Time Campers
PROJECT
Design a responsive website for a camping e-commerce experience.
ROLE
UX/UI Designer, Researcher, Visual Designer, Usability Tester
DURATION
May 2025 – July 2025
UX/UI SKILLSETS LEVERAGED
RESEARCHUSER FLOWSUSABILITY TESTINGSKETCHING
WIREFRAMINGPROTOTYPINGRESPONSIVE DESIGNUI CREATION
GETTING TO KNOW THE USER
User Flow
To better understand the camper’s decision-making process, I created a user journey map. This helped identify moments of confusion and stress across the shopping experience, as well as opportunities to simplify decision-making with clear guidance.
CONNECTING INSIGHTS
Mind Map
After mapping the user journey, I created a mind map to explore how different user goals, pain points, and personas could translate into the website’s needs and features. This helped visualize the relationships between problems and possible solutions, ensuring design priorities aligned with user and business goals.
FINDINGS FROM RESEARCH
Key Insights
Unsure Where to Start
Users lacked clear entry points and guidance while shopping, which created uncertainty at the beginning of their journey.
DESIGN GOAL
Simplify interface so it’s informative yet beginner-friendly and easy to navigate.
Too Many Options
Large catalogs overwhelmed users, making comparison and product discovery difficult.
DESIGN GOAL
Ease into gear discovery with curated product lines and collections.
Unfamiliar with Products
Technical jargon and unclear features reduced trust and confidence.
DESIGN GOAL
Build trust through clear, digestible product descriptions, setup guides, and reviews.
LOW-FI EXPLORATION
Key Wireframes
I began with low-fidelity wireframes to explore layouts that reduce overwhelm and guide users quickly toward the right gear. Since research showed beginners feel unsure where to start, I focused on surfacing curated bundles and trust-building elements early in the flow. Each frame experimented with ways to balance product discovery and clarity without clutter.
LOW FIDELITY TESTING
Prototypes
HOMEPAGE PROTOTYPE
Guided Gear Selection
PRODUCT PAGE PROTOTYPE
Curated Bundles
Turning complexity into clarity with a beginner-friendly shopping flow.
After my user research, my goal was simplifying the layout, curating gear selections, and clearly communicating value. Every design choice—from the streamlined bundle presentation to the guided add-on options—was made to reduce decision fatigue and build confidence for those new to camping.
TESTING & ITERATION
How I validated and refined the experience
WHAT I WANTED TO LEARN
Learning Objectives
Clarity
Do users quickly grasp what the site offers?
Navigation
Can users move from discovery to purchase without friction?
Confidence
Do tighter bundles + clear copy raise purchase confidence?
HOW I TESTED IT
Moderated Usability Testing
I ran a moderated usability test with one participant. During the session, I:
- Gave realistic tasks (e.g., find and add the Starter Bundle).
- Observed navigation and moments of hesitation/confidence.
- Recorded the click path and qualitative impressions.
- Asked follow-ups to understand reasoning behind choices.
Even with a single participant, the test revealed how a first-time visitor interprets the homepage and moves through the flow.
HOW I IMPROVED THE DESIGN
Key Design Adjustments
- Elevated the Starter Bundle on the homepage with clearer context.
- Simplified checkout copy and item details to reassure purchases.
These changes balanced simplicity and trust—clear explanations + streamlined selection increased confidence to complete a purchase.
WHAT I DISCOVERED
Key Findings
CLARITY
- Homepage conveyed intent clearly.
- Users understood the Starter Bundle quickly.
NAVIGATION
- Starter Bundle felt like a natural entry point.
- Some hesitation at checkout—wanted reassurance.
CONFIDENCE
- Fewer options reduced decision fatigue.
- Needed supportive copy for bundles.
FINDINGS → REFINEMENTS
Iterations Based on Insights
CHECKOUT SCREEN
Reduced hesitation with clearer details
Added quantity adjuster, return policy, and tax/shipping info to reduce hesitation and reinforce trust.
Before Usability Study
After Usability Study
PROJECT OUTCOME
Final Design
OUTCOME & RESULTS
A Simpler, More Trustworthy Camping Experience
Iterations improved clarity on the homepage and confidence throughout checkout, especially for first-time campers. The result is a smoother, more guided experience that reduces overwhelm and builds trust with users.
What improved after testing
Improved Clarity: Users can now easily distinguish between Starter Bundle, Elemental Collections, and Shop All — reducing confusion about ELMNT’s offerings.
Smoother Navigation: The homepage-to-checkout flow now has fewer steps and clearer calls-to-action, minimizing hesitation and backtracking.
Increased Confidence: Curated bundles and supportive descriptions reduce decision fatigue. Checkout details like quantity, returns, and shipping reinforced trust.
Cross-Platform Consistency: Desktop and mobile experiences were aligned to maintain clarity and trust, giving first-time campers the same guided experience across devices.
NEXT STEPS
Where to take this next
While the redesign addressed key issues of clarity, navigation, and confidence, there are opportunities to continue improving the experience:
Validate with more users
Conduct additional usability tests with a larger group to confirm whether the redesigned homepage and checkout flow solve the problems consistently.
Refine product copy
Test variations of bundle and collection descriptions to see which language most effectively reassures beginners and reduces hesitation.
Measure engagement
Track how users interact with bundles versus collections to evaluate which entry points drive the most confident purchases.