LEADING A Responsive WEBSITE BUILD

 

Nova Craft is an outdoor sports equipment company, internationally-renowned for its Canadian-made canoes. I was given carte blanche for a website re-design in order to modernize the look and feel of the product marketing site while improving overall usability.  I played the hybrid role of researcher, content strategist and creative director on this project, working closely with the senior clients and a freelance design + development team.

 

ORIGINAL SITE

Welcome to Nova Craft Canoe     Enjoy your visit .png
 

THE CHALLENGE

 

The design challenge was to create a simplified yet informative online tool, inclusive of both first-time paddlers and expert canoeists. A deep dive into the extensive product catalogue followed by existing customer interviews and distributor surveys allowed our team to prioritize the core user needs and identify that approachable product education is required to convert 1st time buyers.

 
 
 

THE APPROACH

1. Build trust with users through an approachable Buyer's Guide providing honest before-you-buy advice and material explanations.

 
Trim Systems   Nova Craft Canoe.png
 
 

2. Drive users to a Canoe Selector tool that intuitively matches their activity focus with the appropriate boat products using playful iconography and a conversational tone of voice.

 
Canoe Selector   Nova Craft Canoe.png
 
Selection Type   Nova Craft Canoe.png
 
 

3. Strike a balance between specifications and inspiration on the product page, this includes the integration of active lifestyle photos, colour visualizer and customer reviews.

 
Prospector 15    Nova Craft Canoe.png
 

THE RESULTS

 
The redesign of novacraft.com has been a significant factor of our accelerated sales growth since we launched the site in 2015. It has heightened respect for our brand and products, as well as strengthened our relationships with key distribution partners such as MEC. Martha relentlessly encouraged us to keep our prospective customers in mind through every step of the design process
— Tim Miller, CEO of Nova Craft
 

 

HOMEPAGE REDESIGN

novacraft.com

Nova Craft Canoe   Paddle the True North.png