Bass Pro Shops & Cabela's
e-Commerce Website Refresh
e-Commerce Website Refresh
e-Commerce Website Refresh
Bass Pro Shops and Cabela’s, two globally recognized outdoor retailers, required a modernized e-commerce platform to better serve their customers while preserving brand identity. The challenge involved improving the user experience, streamlining the purchase funnel, and establishing a cohesive design language across both brands. Through research driven insights and iterative design, we created a unified and intuitive online shopping experience that resonates with their customers.
Bass Pro Shops and Cabela’s, two globally recognized outdoor retailers, required a modernized e-commerce platform to better serve their customers while preserving brand identity. The challenge involved improving the user experience, streamlining the purchase funnel, and establishing a cohesive design language across both brands. Through research driven insights and iterative design, we created a unified and intuitive online shopping experience that resonates with their customers.
Challenge
Challenge
Challenge
Fragmented User Experience
The existing e-commerce sites overwhelmed users with an abundance of options, making task orientation difficult.
Fragmented User Experience
The existing e-commerce sites overwhelmed users with an abundance of options, making task orientation difficult.
Fragmented User Experience
The existing e-commerce sites overwhelmed users with an abundance of options, making task orientation difficult.
Brand Consistency
Both brands lacked a cohesive visual language, diluting their identities and confusing customers.
Brand Consistency
Both brands lacked a cohesive visual language, diluting their identities and confusing customers.
Brand Consistency
Both brands lacked a cohesive visual language, diluting their identities and confusing customers.
Complex Purchase Funnel
Users faced friction in navigating and completing their shopping journeys, leading to lost conversions.
Complex Purchase Funnel
Users faced friction in navigating and completing their shopping journeys, leading to lost conversions.
Complex Purchase Funnel
Users faced friction in navigating and completing their shopping journeys, leading to lost conversions.
Solution
Solution
User-Centric Design Thinking
Utilizing a six-phase design thinking process (“Empathize, Define, Ideate, Prototype, Test, and Implement”), we created a solution that prioritized user needs while aligning with business goals.
User-Centric Design Thinking
Utilizing a six-phase design thinking process (“Empathize, Define, Ideate, Prototype, Test, and Implement”), we created a solution that prioritized user needs while aligning with business goals.
Streamlined Navigation & Layout
Simplified the homepage, navigation, and product categories to reduce cognitive overload and improve task orientation.
Streamlined Navigation & Layout
Simplified the homepage, navigation, and product categories to reduce cognitive overload and improve task orientation.
Unified Visual Design Language
Developed a consistent and recognizable brand identity through typography, color palettes, and imagery that reflected the essence of outdoor adventure.
Unified Visual Design Language
Developed a consistent and recognizable brand identity through typography, color palettes, and imagery that reflected the essence of outdoor adventure.
Key Features
Key Features
Key Features
Homepage: Hero Section
Focused on driving conversions with targeted promotions.
Homepage: Hero Section
Focused on driving conversions with targeted promotions.
Homepage: Hero Section
Focused on driving conversions with targeted promotions.
Homepage: Shop by Category
Visual navigation inspired by header elements to guide users intuitively.
Homepage: Shop by Category
Visual navigation inspired by header elements to guide users intuitively.
Homepage: Shop by Category
Visual navigation inspired by header elements to guide users intuitively.
Homepage: Promotional Modules
Flexible content blocks allowing up to six promotions at a time.
Homepage: Promotional Modules
Flexible content blocks allowing up to six promotions at a time.
Homepage: Promotional Modules
Flexible content blocks allowing up to six promotions at a time.
Homepage: Promotional Modules
Flexible content blocks allowing up to six promotions at a time.
Homepage: Promotional Modules
Flexible content blocks allowing up to six promotions at a time.
Improved Product Customization
Users preferred having all product attributes visible upfront, enabling quick modifications without extra clicks.
Improved Product Customization
Users preferred having all product attributes visible upfront, enabling quick modifications without extra clicks.
Improved Product Customization
Users preferred having all product attributes visible upfront, enabling quick modifications without extra clicks.
Impact
Impact
Impact
Enhanced User Experience
Simplified navigation and task flows significantly reduced friction in the shopping journey.
Enhanced User Experience
Simplified navigation and task flows significantly reduced friction in the shopping journey.
Enhanced User Experience
Simplified navigation and task flows significantly reduced friction in the shopping journey.
8%
sales coversion rate increase
Stronger Brand Identity
The unified design language elevated the look and feel of both brands, ensuring recognition and loyalty.
8%
sales coversion rate increase
Stronger Brand Identity
The unified design language elevated the look and feel of both brands, ensuring recognition and loyalty.
8%
sales coversion rate increase
Stronger Brand Identity
The unified design language elevated the look and feel of both brands, ensuring recognition and loyalty.
57%
of users rated the updated design and experience as excellent
Higher Conversion Rates
The streamlined purchase funnel and enhanced usability contributed to measurable improvements in sales and customer satisfaction.
57%
of users rated the updated design and experience as excellent
Higher Conversion Rates
The streamlined purchase funnel and enhanced usability contributed to measurable improvements in sales and customer satisfaction.
57%
of users rated the updated design and experience as excellent
Higher Conversion Rates
The streamlined purchase funnel and enhanced usability contributed to measurable improvements in sales and customer satisfaction.
My Role
My Role
My Role
As the lead designer, I spearheaded the research, strategy, and design efforts for the platform. I collaborated closely with stakeholders and development teams to ensure that the final designs met both user needs and business objectives. Additionally, I created a comprehensive design system and library to support ongoing scalability and consistency.
As the lead designer, I spearheaded the research, strategy, and design efforts for the platform. I collaborated closely with stakeholders and development teams to ensure that the final designs met both user needs and business objectives. Additionally, I created a comprehensive design system and library to support ongoing scalability and consistency.
Conclusion
Conclusion
Conclusion
The redesign of Bass Pro Shops and Cabela's e-commerce platforms showcases the power of user-centered design. By addressing pain points, enhancing the user experience, and defining a cohesive visual language, we delivered a solution that not only modernized their online presence but also reinforced their position as industry leaders in outdoor retail.
The redesign of Bass Pro Shops and Cabela's e-commerce platforms showcases the power of user-centered design. By addressing pain points, enhancing the user experience, and defining a cohesive visual language, we delivered a solution that not only modernized their online presence but also reinforced their position as industry leaders in outdoor retail.
