Under Armour
E-Commerce, Lifestyle & Apparel
Under Armour wanted to integrate a new outerwear collection into the consumer journey, spanning across web, social, and in-store experiences. Under Armour had concerns about customers not recognizing the new outerwear as its own - the collection was designed for exercising in the cold but was visually similar to their existing outerwear assortments.
I worked on the project as a UX Designer, creating a user journey map and wireframes to help reimagine their e-Commerce web experience.
Project Goals
Increase visibility of Under Armour's new outwear assortment.
Improve click-through rate to category and product pages.
Increase overall add-to-cart and conversion rates.
Stakeholder Workshop
I co-led a customer journey workshop that helped us identify pain points and opportunities in order to differentiate the new collection from other assortments on the website. We identified the web experience’s target users as high-performing athletes who want to train in the cold.
Customer Journey
From the workshop, we learned that these users needed:
To understand the value and purpose of the new assortment.
To find clear language and visuals that differentiate between assortments.
To filter by key features each assortment offers, such as material, warmth, and weight.
Category Landing
We designed the landing page to drive users to the new assortment’s category page. It included visuals and clear language that educated users on the value and purpose of the assortments' features.
Product Listing
We added filters to the product listing page that gave customers the ability to narrow down products by key differentiating features.
Product Details
Lastly, we designed the product detail page to better visualize unique product features through images, video, side-by-side product comparisons, and customer reviews.
Final Designs
We presented our final designs to Under Armour as part of an overall experiential concept that spanned across web, social, and in-store experiences.
