Patagonia believes people are not going outdoors due to family, work and time. The users problem is they are overwhelmed with choice and need more detailed products, easier navigation and a quick check out process.
Created Patagonia Live, where one can see trending trips and purchase recommended products. Its quick and easy, has a simple lay out, and has the best selling and newest arrivals shown, allowing customers to make the right choice while not being overwhelmed.
I was given the brief and was the sole designer and researcher. I used Axure to create my work.
Analyzing the Competition
To begin my research I started off with a competitive analysis to see how Patagonia's competitors are effective and successful and what their weaknesses are. It is essential for a business to conduct a competitive analysis in order to know their strengths and where they need to do improve. After I began my competitive analysis, I immediately discovered the market leaders and where they excelled.
North face has high quality products, yet only have winter gear. Nike is a market leader but they have some image problems, including poor conditions in the workplace. I analyzed the companies' websites and got a feel for their brand and noticed their navigation was confusing. Patagonia Live's website has simple and easy navigation and has trending trips which allows you to see the amazing new trips and get the gear you need for that adventure.
card sorting & sitemap
After my research I conducted an open card sort to reveal the navigation criteria and which products would be placed together to make a seamless and easy experience through the site. I was able to complete a range of categories after seeing how users categorized different items.
The features I chose for the website based on research were trending trips, newest arrivals and best selling.
After I completed card sorting, I built a sitemap consisting of all the different features part of the Patagonia Live website and how they connect to each other.
Once my site map was created and I established the website's user flow, I then started to create wireframes, sketching by hand, how the different pages would appear. This helped me gain a better understanding of the various elements of the website and their placement amongst each other.
After I finished sketching a couple of screens, I used Axure to complete all my screens that would be necessary for the website.