About
A full-service fly shop located in the heart of Denver, with equipment and hands-on guidance available for fishermen of all skill levels. For this site, eCommerce functionality is equally important as their supporting content which covers events, education, guided trips, and all things fishing. With clients around the world, Trouts Fly Fishing is truly an industry leader.
Challenge
Trouts is a trusted award-winning industry leader who needed an update to their site to give them an improved mobile user experience. The challenge with this project was that the new site needed to improve on the foundation and reputation that was already established. The site needed an improved user flow in the resources area, especially in the fishing reports. Another important goal was that the information on the product detail pages needed to be presented more efficiently.
Roles
Research, Ideation, User-Experience, Sitemap, User-flow, Art Direction, Custom Design, Wireframing, Responsive UI design (Desktop, Tablet, and Mobile), Interactive Prototype
Solution
Conducted research that explored the highlights and pain points of their current site, with the goal of creating an improved user experience I used my research to improve the structure and layout of their homepage and internal pages. With the wide range of services that Trouts offers it was important to create an entryway to all services while at the same time not overwhelming and potentially intimidating users. To address this major services offered feature large callouts with an attractive lifestyle image and a friendly and inviting title and short description.
The solution to the method information was displayed on the product detail pages was closely tied to the mobile-friendly goals of the new site. To improve load times and keep the user from excessive scrolling, information on the product pages was broken up and organized into different tabs.
Once on mobile, these tabs are collapsible to cut down on the amount of scrolling by an average of 70%. Together all the solutions ensured that the revamped Trouts website was an improvement that will allow them to continue to grow not just their business but their sport.
Impact
• Delivered improved update to an established industry leader with an inviting User Interface and carefully curated User Experience to ensure the user can easily navigate the site on any device.
• Mobile experience allows users to access valuable education resources while out fishing and allows them to buy additional products on the spot.
• Ensured new site did not alienate the large audience they already had.
• Leveraged their large library of great lifestyle photography to influence users to become customers and fishermen by allowing users to visualize the end reward.
Deliverables
Persona
User Flow
Styleguide
Wireframe Sketch
Desktop Prototype