niteize.com site redesign

User interface and interaction redesign for Nite Ize’s consumer-facing website to improve usability and help increase awareness as a lifestyle brand.

Before design work began, competitive analysis was done for a number of similar sites including those of direct competitors and of several retailers with diverse product assortments. Specific attention was paid to how successfully they presented large amounts of product information in sets of different categories without overwhelming visitors. Secondary focuses were placed on how successfully these sites worked as key touchpoints of their overall brand and how they showcased company values and initiatives.

DESIGN

Home page:

Example Product Category and Sub-Category Page:

Website as part of a cohesive brand experience:

Proposed usability enhancement allows users to quickly view product details and add items to their cart in modal windows as an alternative to visiting product detail pages:

CONCLUSION

This redesign successfully accomplished key goals of improving usability and working as a component of a lifestyle brand, but could use further visual refinement. The listings for products on the product category and subcategory pages could be greatly improved if accommodating the “quick shop” feature was no longer a consideration, and the home page itself would benefit from having more focused content below the slideshow of hero images.