Product Details and Filtering
CX Optimizations |
D2C Ecommerce Solutions
Product Details and Filtering
CX Optimizations |
D2C Ecommerce Solutions
OBJECTIVE
Site-wide enhancements for Pelican.com’s PLP and PDP experiences.
Role | Product Designer
Ensured alignment with evolving business needs throughout Pelican.com's DTC site redesign by driving the strategy, design and implementation of scalable UI/UX patterns.
Provided ongoing, hands-on consultation throughout the discovery, design, and development phases. We established a robust site-wide design system with the ability to adapt with varying e-commerce objectives and product needs.
Executed responsive, high-fidelity designs across all product categories throughout the customer journey. Also introduced new experiences, such as the Pelican Partner Marketplace.
Agency
DEPT®
2022-2023
Client
Pelican Products, Inc.
Project
D2C Ecommerce Site Redesign
Deliverables
PLPs (site-wide)
PDPs (site-wide)
Research and Approach
Conducted extensive interviews and surveys with internal Pelican teams, marketing departments, legacy customers and new users to define precise objectives.
Research focused on:
- Digital Asset Management (DAM) and Content Management Systems (CMS)
- Omnichannel strategies and brand messaging consistency
- Industry CX expectations and product education.
Analyzed the existing site map and product ecosystem to optimize CMS capabilities, enhanced product understanding and potential discoverability, and prioritized areas with user friction.
Considerations
Truly scalable solutions
Designed with a unified understanding, intentionally tailored to Pelican’s diverse product needs and future brand initiatives.
Product categories
Cases, Coolers, Flashlights, Drinkware, Bags, Accessories, +Sub-Categories
Priorities
Bundles
Accessories
Customization
Configuration
Recommendations
Cross-category pollination
Brand partnerships
Campaign implementation
New DTC initiatives
Pelican Marketplace, Phone Cases (Casemate), Pelican Cargo, Custom Foam, Preconfigured Products
Considerations
Filtering
URL structuring
DAM capabilities
CMS integration
SEO optimizations
Product certifications
Industry standards
Licensing legalities
Checkout, Shipping
Customer Insights
Scroll to explore process
for Pelican's navigation and discovery
PROCESS
Aligned ecommerce priorities
Optimized consideration and conversion phases
Site-wide product cards
Started at the foundation: product naming structure. We were tasked to strike a balance between loyalists and new users who aren’t familiar with the “lingo.”
(ex."Product Type" adds more accessible language towards application, giving context to “1615 Air series.”)
Cohesion for all product types, incorporating flexible space for variations in product description needs. Scannable icons and badges adapt with user messaging priorities, like sales and promotions, new products and campaigns.
We created opportunities to resonate with Pelican's recently defined user segments (best selling for photography, overlanding, maritime, etc.)
Product listing pages (PLPs)
How do users really shop for Pelican products?
Size, product name, purpose? And how can we add context, relating products to user segments and business priorities?
We optimized product listing pages and filtering site-wide; connecting product categories/types or related accessories within the brand ecosystem.
In addition, we highlighted vital information (interior/exterior dimensions, volume, certifications, etc.) and e-commerce priorities (promotions, licensing agreements, etc).
Refined and restructured filtering to support needs of diverse product types and categories.
That opened opportunities to intentionally upsell, cross pollinate and educate users; while being aware of sensitive industry topics (ex. firea*m messaging, potentially alienate other users).
Universal UI patterns were consistently implemented and thoughtfully created with consideration of URL structuring, backend CMS organization, production considerations and historical competitor acquisition.
Product description pages (PDPs)
Integrated vital product education after analyzing user feedback with CMS/DAM/factory/production specifications top of mind. We balanced buyer impressions and satisfaction, from scannable information to the checkout/shipping process.
Ongoing consultation
Created digestible variant systems for unique purchasing experiences
(licensing, custom foam, etc) — from badging product cards to communicating messaging for the shipping process.
Ongoing consulting for new DTC initiatives:
- Pelican Marketplace
- Phone Cases (Casemate)
- Pelican Cargo
- Custom Foam
- Preconfigured products
MORE FEATURED WORK
LET'S CONNECT
NICOLE ENGLE
UX, UI, CX Designer
Specializing in ecommerce solutions.
Currently creating in Chicago, IL.
