2020
Sports
O'neill
Website redesign focused on the Australian market, enhancing UX and increasing conversions
Founded and pioneered by Jack O’Neill, the brand is an integral part of surfing as a lifestyle, a sport and an industry. Called “the original surf brand”.
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The process
To redesign the website, we had to work closely with the client to understand their customers and products. Understand their motivations and needs in conjunction with the extensive range of products and how the users interact with them.
The process included wireframes, landscape review, and different client conversations until the creation of high-fidelity design and handover to developers.
Educating customers and pushing conversions
The wetsuit is a crucial but expensive product, and buying one without trying is a risk. So we educated the customer, translating all benefits and information into a nice layout and experience.
How? By creating multiple custom touchpoints across the site, using dynamic content blocks that change based on each product type.
We included content like specifications, videos, and temperature indicators.
We also designed a sticky header on the product page to allow the customer to continue to consume a large amount of information while keeping calls to convert visible.
Sizing
With the range of sizing options available, we developed a custom size selection that can swap between regional sizes and measurements, from cm to inches, with a demonstration of how to measure.
Navigation
Special navigation was designed specifically for wetsuits to redirect users to the right page and product. This included links for women and men, related accessories and available collections.
UI design
Following brand guidelines, the design mainly used the colours black and white, but included brilliant imagery to portray the brand and story.
Looking modern and clean to convey the technology behind the wetsuits.
Working on this project was an exciting and insightful experience. I had the opportunity to dive into a new industry, learning not only about O’Neill’s rich history but also the complexities of wetsuit design and the unique challenges of e-commerce in the surf industry. Collaborating closely with the client, refining the user experience, and finding creative solutions to educate customers made this project both rewarding and fun. It was a great journey blending design, functionality, and storytelling to create a seamless shopping experience.
