UX / Product Designer

RedFox Outdoor

Lead Art Director, UX, UI & Responsive Design


Since 1989, Red Fox has made exceptional outdoor clothing and technical gear. Red Fox tents, backpacks, clothing and accessories have crossed every continent, from the highest peaks to the lowest valleys.

Responsibilites

Lead Art Director, UX, UI & Responsive Design

Project of

H-Art & RedFox Outdoor

The role

Working for H-Art, I was tasked with a brand refresh for Redfox outdoor. The client was based in Russia and is a household name in the adventure and outdoor market. The brand wanted to appeal to a younger audience. We needed to create a modern edge without losing the rich brand heritage. Our targets were engagement and sales conversion.

  • Art direction
  • Branding
  • UX Research and Discovery
  • Competitor analysis
  • Comparative analysis
  • Brainstorming sessions
  • Moodboards
  • Wireframes
  • Sitemap
  • Information architecture
  • Chunking
  • Prototypes
  • UI style guides
  • Visual design
  • Interaction design
  • Presentations
  • Peer review
  • Stakeholder alignment

Challenges

  1. Brand and assets were very dated
  2. Content was incomplete
  3. Photography did not align with clients objectives
  4. Engaging a younger audience with the rich brand heritage
  5. Branding was not identifiable online
  6. Did not stand out from competitors
  7. Brand ambassadors were not leveraged
  8. Brand changes and product updates were not communicated
  9. Slow loading times
  10. Information difficult to find
  11. The beauty of the products were not surfaced

Solutions

  1. Use existing facets of brand in a modern way
  2. Create content framework for client to work towards
  3. Create photography guidelines to improve assets
  4. Align content with younger audience needs
  5. Create something iconic and repeat repeat repeat
  6. Amplify brand online, offline and in marketing
  7. Surface ambassadors with blogs, stories and social to emphasize lifestyle branding
  8. Engage users on social platform and drive newsletter sign up
  9. Review design and development structure and generate guidelines
  10. Improve user flow
  11. Pivot towards lifestyle marketing focusing on wearability
Top