Outdoor Project Website
A significant redesign and restructuring of Outdoor Project was necessary to improve the user experience, keep up with best practices, maximize engagement and conversions, and improve SEO. I was responsible for the redesign process, including creation of on-brand and responsively designed wireframes and specs, managing the development process, and QA testing. I collaborated with the Development, Content, Sales, and Executive teams in the planning and execution of new web pages and templates.
Using advanced knowledge of UX design, I ensured that the Outdoor Project website provides users with the optimum adventure-planning experience. The navigation was simplified, creating a more streamlined and consistent user experience. New sections were created to organize and feature travel, gear, and video content, in addition to Outdoor Project's growing list of adventure guides and related articles. Custom lists, robust search tools, a more inclusive filtering system, and an improved ad system were also introduced under my direction.
For Outdoor Project's clients, I created new digital products and advertising opportunities throughout the site, while still providing a less-intrusive ad experience for visitors. Using best practices, I maximized engagement, on-site actions and conversions. Time on page doubled, as have visits to the homepage. Moving forward, I continue to use best practices in website design and development to ensure maximum engagement when making decisions regarding website modifications.
Client: Outdoor Project
Creative Direction & Project Management: Anzelina Coodey
Lead Developer: Jim Mastrangelo
Over 8,000 adventure guides, covering 16 types of activities, and nearly 2,000 outdoor-related articles were accommodated with the new design. Shared components were designed that could work throughout content pages and elsewhere on the site, reinforcing the user experience and leveraging development resources. Both adventure guides and articles employ a contextual menu, which makes for a consistent user experience regardless of what type of content is being visited.
Each of the 16 types of adventure activities contain a wide variety of logistic information. Critical information is placed higher on the page, and the rest of the planning details follow the adventure description.
To improve the experience of searching for the perfect adventure, I built a new filtering system that allows users to specify a minimum and maximum trail length and elevation gain for relevant types of adventures. This replaces the often arbitrary “easy”, “moderate”, or “difficult” rating system which can mean so many different things to different people. In this way, users can find an adventure, no matter their experience level or ability.