100 Percent

UX and UI updates

100% is a premium performance eyewear brand known for its bold, modern designs and roots in motocross heritage.

OVERVIEW

The purpose of this project was to refactor site code to be faster and more performative by removing unnecessarily heavy and complex animations that caused the site to slow down, as well as make various UI and UX improvements to help optimize the user experience.

ROLES

UX Strategy
Wireframes
High-Fidelity Mockups
Competitive Research
Customer Education
Dev Handoff

Project completed while in the role of Lead UX/UI Designer at NINE15

OBJECTIVE/CHALLENGES

Help the customer purchase journey through simpler flows and customer education, while keeping the spirit of the brand.

Identify Pain Points of Current Site

Site was slow and overall site map was confusing and lacked the proper flow
Customers spent time navigating site due to lack of filters and knowledge of products
Site presented too much information that was not relevant to customer journey

Navigation

Problem: Navigation was code heavy, slow to load, and data revealed customer confusion over too many options

Solution: Create a new look, reduce options, guide them to collection pages with further filters

Collection Filters + PDP updates

Problem: Collection page needed more relevant filters, PDP could benefit from graphical elements to make the information easier to see

Solution: Add filters to collection page, add graphical elements to PDP

Various PDP updates

Customer Education

Problem: Lack of customer education on site about technologies and which product is right for them

Solution: Create a page highlighting main features of the products linking best sellers, create a quiz to help the customer choose the right product for them

The improvements were a success. Between cleaning up code, improving site speed, doing thorough QA, and making UX and UI updates, sales increased by 60%.

← BACK