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.
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.
Complex Purchase Funnel
Users faced friction in navigating and completing their shopping journeys, leading to lost conversions.
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.
Homepage: Hero Section
Focused on driving conversions with targeted promotions.
Homepage: Shop by Category
Visual navigation inspired by header elements to guide users intuitively.
Improved Product Customization
Users preferred having all product attributes visible upfront, enabling quick modifications without extra clicks.
One Layout, Two Brands
A shared system of type, color, and imagery gave Bass Pro and Cabela's one recognizable look without erasing either identity.
