An ecommerce experience to modernize the brand
The Eddie Bauer Ecommerce platform design enhances product discovery, strengthens brand identity, and improves the overall shopping experience.
Situation
Modernized Ecommerce experience by improving UX patterns, updating brand visuals, and creating a more intuitive product journey to strengthen marketing performance and long‑term customer engagement.
Task
Build a stronger contemporary brand with current signature technologies, engage the outdoor apparel community, and create a product description page and branded design system that cater to the users' interests while reinforcing long‑term loyalty and trust.
Action
Discovery research, competitive audits, and workshops clarified customer needs and UX gaps. These insights shaped the IA, wireframes, updated visuals, and a cohesive design system with custom icons, resulting in a cleaner, more intuitive Ecommerce experience.
Result
After launch, task completion got faster, PDP drop‑offs decreased, and users consistently described the new experience as clearer and more modern. The design system also cut design and dev time because teams finally had consistent components to build with.
Discovery
I analyzed customer behavior, ecommerce patterns, and outdoor retail trends to identify opportunities for a more engaging and conversion‑friendly experience.
Competitive audit
In order to gain a deeper understanding for designs in the context of outdoor clothing websites, I conducted an audit and examined patterns and strategies to engage customers.
Workshops
Facilitated a series of cross-functional workshops guiding teams through pattern reviews, content evaluation, and usability discussions to uncover opportunities for a more cohesive and intuitive product experience.
Information architecture
I refined the site structure and product hierarchy to make browsing easier and ensure customers could quickly find relevant gear and apparel.
Wireframe flows
I created wireframes with the aim of gaining valuable insight into the user experience of customers and to identify any areas that required improvement.
Visual design
I developed updated visual styles and UI components that modernized the brand while maintaining its heritage and outdoor identity.
UI exploration
Key components were designed utilizing the design system to bring wireframes to life. This ensured mockups were visually cohesive and aligned with the brand’s values and aesthetic.
System icons
Crafting a custom system icon library strengthened the brand’s visual language, ensured consistent interaction patterns across the product, and provided development with a unified, scalable asset package that supports a clear and intuitive user experience.
Design system
To maintain a consistent user experience, styles and UI components were established and documented for seamless handoff to development, resulting in a polished and cohesive interface.
Product shipped
The final experience delivered a cleaner, more cohesive ecommerce platform with reusable components that support ongoing marketing and merchandising needs.
Product details
The product details page now has a modern and minimalistic design giving a sophisticated impression. The search function helps users navigate reviews and questions, boosting customer confidence in purchasing decisions.
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