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Conclusion: Creating a Seamless User Experience for a Timeless Brand
The Woodland website redesign exemplifies how I leveraged thoughtful design to bridge the gap between a brand’s legacy and the expectations of modern users. By applying user research, intuitive design principles, and seamless collaboration, I transformed the digital experience into one that aligns with Woodland’s identity while meeting user needs.
This redesign not only improved usability and accessibility but also reinforced Woodland's position as a leader in outdoor lifestyle and adventure gear. The project highlights my ability to deliver innovative, user-centered solutions that adapt to evolving digital trends and business goals.
Product Details
Checkout
Home Page
Visual Design
Product Details
Sign Up
Home
Login
Login
Design System
Typography
Colors
Components
Main menu
Size picker
Radio Buttons
Tab
Product Images
Buttons
Forms
Inactive
Primary : Normal
Secondary : Normal
Secondary : Hover
Primary : Hover
Focused
Error State
Disabled
Playfair Display
Montserrat
Headline 1
Headline 2
50 - Bold
30 - Bold
26 - Semibold
Caption
20 - Regular
18 - Regular
Title 3
Body
#2C6431
#2C6431
#E85959
#000000
#F8F8F8
#FFFFFF
100%
25%
100%
100%
100%
100%
Pagination
Iconography
Comparison of Existing and Redesigned Elements
Existing
Existing
Existing
Existing
Re-designed
Re-designed
Re-designed
Re-designed
Shop / All Products Page
Menu
Men
Women
More
Category 1
Category 2
Category 3
Offer
Item 1
Item 2
Item 3
Item 4
Item 5
Item 6
Home Page : Mobile
Design Thinking & Ideation: Wireframes
Logo
Title
Categories
Category 1
Option 1
Option 2
Option 3
Footer
Category 2
Category 3
Description
Button 1
Button 2
Product Image
Home Page
Product Description Page
Logo
Title
Footer
Description
Description
Recently viewed
Product Name
Product Name
Product Name
Product Name
Rate
Rate
Rate
Rate
Review
Shipping & Return
₹ 1324
Size
Button 1
Button 2
option1 / option2 / option3
Product Image
1
2
3
4
Logo
Footer
All
Filter
Option 1
Option 2
Option 3
Option 4
Sort
Men
Women
Item 1
Item 2
Item 3
Item 4
Item 5
Item 6
Item 7
Item 8
Product Name
Product Name
Product Name
Rate
Rate
Rate
Product Name
Product Name
Product Name
Product Name
Product Name
Product Name
Rate
Rate
Rate
Rate
Rate
Rate
Pagination
1
2
3
4
Product Image
Logo
Title
Description
Button 1
Button 2
Categories
Category 1
Option 1
Category 2
Option 2
Category 3
Option 3
Footer
User Journey Mapping:
Sahil, 32 years old software engineer from Bangalore, Karnataka
Buying new hiking boots from woodland website
Search for hiking boots online
Read reviews and ratings of different brands
Compare prices and features
Check availability in local stores
Research the durability and quality of materials
Look for discounts and promotions
Consider the comfort and fit of the boots
Read about the brand's reputation and customer service
Add selected boots to the cart
Check for any additional discounts or promotions
Review the order details
Enter shipping and billing information
Select a preferred payment method
Review and confirm the order
Receive an order confirmation
Track the delivery status of the boots
Wear the boots for outdoor activities
Test the boots on different terrains
Assess the comfort and support during long hikes
Evaluate the traction and grip of the soles
Check the effectiveness of waterproof features
Monitor the durability and wear of the boots
Clean and maintain the boots regularly
Seek assistance for any issues or concerns
Narrow down options based on preferences
Read detailed product descriptions
Check size and fit guides
Consider the weight and flexibility of the boots
Evaluate the traction and grip of the soles
Look for waterproof and breathable features
Compare warranty and return policies
Check for availability of different colors and styles
Receive the boots
Inspect the packaging for any damage
Try on the boots for size and fit
Check for any defects or quality issues
Test the comfort and support of the boots
Evaluate the overall appearance and design
Read and understand the care instructions
Contact customer support for any concerns
Reflect on the overall experience with the boots
Assess the durability and performance over time
Consider the value for money
Evaluate the customer service received
Share feedback and reviews online
Recommend the boots to others
Explore options for future purchases
Stay updated on new product releases
Research
Purchase
Usage
Decision Making
Delivery
Evaluation
Tasks
Detailed actions your user is likely to perform
Problem Statement:
Woodland's current website fails to engage outdoor enthusiasts like Sahil. The key issues are:
Simplifying Navigation: Implementing a clear and intuitive navigation bar with well-defined categories and subcategories for easy product browsing.
Enhancing Product Discovery: Introducing advanced filtering options based on activity type, features, and price range to help users find the perfect gear quickly.
Crafting a Compelling Narrative: Utilizing high-quality visuals, user-generated content, and customer testimonials to create an engaging story that resonates with Woodland's adventurous audience.
The redesigned Woodland website addresses these issues by:
Problem Solution:
These problems create a frustrating shopping experience for users and a missed opportunity for Woodland to showcase their brand story.
Confusing Navigation: Cluttered information architecture makes it difficult to find specific products.
Limited Product Discovery: Lack of filter options and unclear product details hinder users searching for gear with specific features.
Uninspiring Visuals: Generic website design fails to connect with the adventurous spirit of Woodland's target audience.
Design Thinking & Ideation: User Persona
“
”
Needs:
Durable and supportive boots for various terrains.
Comfortable fit for long hikes.
Waterproofing for potential rain or muddy conditions.
An affordable price range considering his occasional hiking activity.
Online Behavior:
Sahil will likely browse the Woodland website to explore their hiking boot selection.
He might read online reviews on different models before making a decision.
He may utilize the website's filter options to narrow down choices based on size, price, and features.
A clear size guide and return policy are important factors influencing his purchase decision.
Motivations:
Wants to feel confident and secure on future hikes with proper footwear.
Desires a comfortable experience that allows him to enjoy the outdoors for longer durations.
Seeks value for money and doesn't want to spend excessively on boots he won't use frequently.
Mobile Apps
Website
Card
Digital
Cash
Platforms:
Mode of Payment:
I'm looking for a good balance between performance and price. I don't need the most expensive boots, but they need to be durable.
Sahil
Personality
Software Engineer
Bangalore, India
Tech Savvy
Hiking Experience
Sustainability-minded
Moderate
Intermediate
Advanced
32 Years, Male
“
”
Needs:
High-performance boots for technical terrain and long distances.
Excellent ankle support and stability for uneven ground.
Breathable and waterproof materials for various weather conditions.
Brand reputation and a focus on quality materials are important to her.
Online Behavior:
Kiara will likely research specific Woodland hiking boot models known for their performance.
She will read in-depth reviews from experienced hikers and outdoor gear websites.
Compares features and specifications across different models before making a final choice.
Motivations:
Seeks a boot that can handle various terrains and weather conditions without compromising comfort.
Willing to invest in a high-quality pair of boots that will last through extensive use.
Values brands known for their expertise in outdoor gear and commitment to durability.
Mobile Apps
Website
Card
Digital
Platforms:
Mode of Payment:
Ugh, I hate getting hit with unexpected fees at checkout. Clear communication about any additional costs like taxes or shipping would be great.
Kiara
Personality
Marketing Manager
Bangalore, India
Tech Savvy
Hiking Experience
Sustainability-minded
Advanced
Advanced
Advanced
28 Years, Female
Competitor Analysis
Slow website loading times due to heavy media content (videos and images).
Some product pages are a bit cluttered with too much information.
Simplified, user-friendly navigation.
Fast loading times and highly responsive design.
Great focus on usability with smart product filtering and personalisation.
Highly engaging content with multimedia elements.
Clear product specifications and customer reviews.
Strong brand storytelling through images and text.
Design & Aesthetics
Key Features
Strengths
Weaknesses
The website features a minimalistic design with large, high-quality product images that emphasize outdoor themes. The color palette leans toward earthy tones, aligning with the brand’s rugged and eco-conscious image.
Simple navigation with large product visuals.
Integrated product filters based on size, colour, material, and price.
Easy-to-use checkout process and a clear path to purchase.
Interactive store locator.
Strong visual hierarchy that emphasises products.
Mobile optimisation for a smooth experience on different devices.
Clean and intuitive browsing experience.
Lack of social proof or customer reviews on product pages.
Navigation can feel a bit overwhelming with multiple categories.
Bold and rugged, The North Face website uses vibrant images, videos, and natural tones to align with the adventurous outdoor lifestyle. Their content is dynamic, with a focus on adventure and exploration.
Large hero videos highlighting outdoor activities.
Advanced product filters, especially activity-specific gear (e.g., hiking, climbing).
Customer reviews integrated into product pages.
Engaging blog content focused on outdoor adventures.
Bright and vibrant design, focusing on ease of use. The website highlights its outdoor apparel with clear categories and easy navigation.
Featured seasonal collections and promotions.
Clear segmentation for different demographics (e.g., Men, Women, Kids).
A personalised sizing tool to recommend the perfect fit.
Integrated social media feeds.
Homepage lacks deeper engagement beyond product listings.
Some product pages are too text-heavy, which could be simplified.
URL
Usability & User Experience
The goal of this competitor analysis is to assess the websites of key competitors in the outdoor apparel and gear industry. By evaluating these websites, I can identify successful design strategies, user experience principles, and functionality features that Woodland can leverage in its website redesign to stay competitive and offer a superior user experience.
Competitor Selection
Navigation:
Most competitors provide clear navigation structures, but some—like Timberland—can feel overwhelming due to the large number of categories. Columbia excels with a simplified approach, which could be beneficial for Woodland to adopt in its redesign for a better user flow.Mobile Responsiveness:
All the competitors perform well on mobile, but Columbia stands out with its easy-to-use mobile interface. Woodland could focus on ensuring that the mobile site is streamlined, with collapsible menus and large clickable elements for easy navigation.Loading Speed:
Websites like The North Face face slower load times due to rich media content. For Woodland, optimizing media files and using lazy loading techniques will be key to enhancing user experience and speed.
Overview
Visual Design
Branding Consistency:
Competitors like Patagonia have an excellent brand identity, with their environmental commitment being evident across the site. Woodland should ensure its branding aligns with its core values of adventure, nature, and durability.Product Photography:
All competitors use high-quality imagery, but Patagonia and The North Face stand out with compelling lifestyle shots that resonate with customers. Woodland can enhance its product photography to highlight not only product features but also real-life usage scenarios.
The following are the primary competitors selected for analysis based on their market position in outdoor apparel and gear:
Timberland
North Face
Columbia Sportswear
Patagonia
Content Strategy
Product Information:
The North Face excels with detailed product pages, including technical specifications and benefits. Similarly, Woodland can provide more in-depth product details to educate consumers and build trust.Customer Reviews:
Timberland and Columbia incorporate customer reviews well, providing social proof. Adding customer reviews and testimonials to Woodland’s product pages could improve credibility and user trust.Storytelling:
Patagonia does an excellent job of storytelling, with environmental messages woven throughout the website. Woodland can incorporate similar storytelling techniques, focusing on the lifestyle aspect of their products.
Key Features & Functionality
E-commerce Features:
Columbia offers a seamless checkout experience, with guest checkout options. Woodland should aim for a similarly streamlined checkout process to reduce friction for customers.Product Filters and Search Functionality:
Timberland has an effective product filter system. Woodland should implement more detailed filters, particularly for outdoor gear, based on activity types, product specifications, and seasonal needs.Store Locator:
All competitors offer a store locator, but The North Face has an easily accessible and well-integrated locator. This could be a key feature for Woodland to help customers find physical stores and events.
SEO and Performance
SEO:
Competitors like Timberland have optimized their websites for high-volume keywords like “outdoor boots” and “winter jackets.” Woodland should focus on keywords such as “outdoor adventure gear,” “durable outdoor jackets,” and “sustainable outdoor clothing.”Analytics & Conversion Optimization:
Patagonia uses urgency tactics (limited-time offers) to drive purchases. Woodland could experiment with time-sensitive promotions and better calls-to-action on product pages.
Conclusion
Strengths of Competitors:
Timberland leads with a strong visual design and easy-to-navigate layout.The North Face excels in brand storytelling and multimedia content.
Columbia has user-friendly features, with excellent product filtering and mobile optimization.
Patagonia sets itself apart with its sustainability messaging and transparent product details.
Insights for Woodland’s Redesign:
Focus on simplifying navigation and streamlining the user journey, especially on mobile.
Enhance product photography with real-life usage scenarios to connect with the audience.
Incorporate customer reviews and ratings to improve trust.
Emphasize storytelling elements that align with Woodland’s brand identity of nature and adventure.
About the Project.
Research & Understanding:
I compared Woodland's website to competitors like Wildcraft and The North Face. While competitors offered user-friendly product filtering and engaging visuals, their brand narratives felt generic.
I crafted personas based on research, representing outdoor enthusiasts, casual shoppers, and eco-conscious buyers. This ensured the redesign addressed their goals, improved navigation, simplified purchases, and highlighted Woodland's quality and sustainability.
I conducted in-depth interviews with outdoor enthusiasts and analyzed website usage data. Key takeaways revealed frustration with cluttered navigation, a lack of product filtering options, and unclear product information.
User Research
Competitive Analysis
User Persona
Development
1
2
3
Woodland, a leading brand for outdoor footwear and apparel in India, boasts a rich heritage. However, their website failed to capture the spirit of adventure and the functional needs of their target audience. Recognizing this disconnect, we embarked on a UX redesign project to create a website that inspires exploration and simplifies the shopping experience.
Woodland Website Redesign -
Cultivating Growth Through
User-Centric Design
UX Design
April 2023
Industry : Outdoor Gear & Apparel
Project Goal : Redesign the Woodland website to improve user experience (UX), increase online sales,
and enhance brand perception.
My Resume