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Outdoor Voices Webpage

Research • Personas • Wireframes • User Interface • Prototyping • Usability Testing

Project Overview

Outdoor Voices wanted to restructure their experience in a way that allows users to better personalize their shopping experience. They wanted people to be able to utilize their outdoor environments and be more social while remaining safe, and have been exploring ways to help people find ways to do that.

Team

Role

Scope

Kacie Hoy
Sheeri Bornstein
Ryan Campbell

UX Researcher, Interaction Designer,
Content Strategist

2 week Sprint

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Outdoor Voices is an American clothing company, focused on the design of athletic apparel. They make activewear for doing things daily like dog walks, running, tennis, and everything in between. 

Project Summary

Our team set a goal to create a feature on the OV website that allowed users to interact with the company to show how they are wearing their gear in order to drive up social engagement. We designed a tab on the global navigation of the website called "OV Community".

With this feature, users could shop each other's looks by activity, find events hosted by Outdoor Voices, and learn more about the company's mission to be more sustainable. The idea of a community page was overall well liked among users after testing out the prototype.

My Contributions

I was responsible for the UX Research and Interface Design for this project. This included conducting interviews, defining personas, creating flowcharts and wireframes as well as designing a finished user interface.

User Research

Anchor 1

Goals

  • ​Learn how users are wearing their athletic wear

  • Find out what the key elements are for users when shopping

  • Seek out pain points when shopping online for activewear

  • Define our ideal feature based on user pain points
    and wants

Results​

  • Majority of users want to see real people wearing the clothing so that they know how the clothing item will look on them and hopefully avoid the return process

  • Users expressed the sustainability of the brand plays an important role when shopping for activewear

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Out of 30 survey members

Persona Development

Anchor 2

Through synthesis of our user research we discovered Olivia, a young professional who often wears athleisure since her days revolve around her busy work from home lifestyle. 

Olivia usually shops online but often struggles to find models that represent her body type. She ends up not knowing how her desired item will look on her which leads her to not follow through with the purchase.

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Defining the problem

Users need a way to shop for activewear online where they can find models that represent their body type so that the user knows how the item will fit without needing to try it on. They believe in supporting a brand that has the same values as they do and are conscious of the sustainability of the company.

How might we showcase OV’s products in a way that allows customers to better understand how clothes will fit them and engage them in contributing to OV’s mission to be more sustainable?

Design Strategy

Keeping in mind that OV wanted to understand how their users were wearing their gear and listening to users who want to know they are buying from a sustainable brand - these two areas became our primary focuses within this 2 week sprint.  

1. Design a gallery called #DoingThings where users could shop real people's outfits by activities such as Yoga, Hiking, and more. Users could post and become members of the community

2. Highlight OV's sustainability mission and have community members show their support by posting a photo with their OV reusable tote bag.

Wireframes & Prototype

Mid-Fidelity Wireframes for posting a photo to the community page

Anchor 3

Mid-Fidelity Wireframes for posting a photo to the community page

High-Fidelity Prototype

Anchor 5

In addition to the new feature, users expressed frustration with the current sustainability page, finding it was off brand and hard to read. My team and I took the time and redesigned the page to align with the company's branding.

Anchor 4

Findings & next steps

Anchor 6

With the feedback given to us from the High-fidelity prototype we plan to look back and plan our next steps:

  • Building out a more robust user account that allows customers to interact with the brand in a more personalized way.

  • Clickable menu that automatically scrolls to desired content on the #DoingThings page.

  • Refining the feature to post a photo to allow users to see their past photos posted to the OV Community page. 

Sparrow

Case Studies

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