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