KUIU
Elevating the KUIU Experience with a Modular Redesign,
Blending Storytelling & Shopping.
Year
2022
Role
UX & Design Direction, Prototyping, Design Systems
Team
PM, UX Director, Creative Director, Technical Architect, E-Com Director (Client), VP Customer Experience (Client)
Overview
KUIU, a leading performance hunting gear brand, underwent a UX and creative refresh to elevate its digital experience. The redesign on the Salesforce platform introduced a modular design system, seamlessly integrating editorial storytelling with commerce. The project focused on enhancing product pages, improving navigation, and strengthening the brand’s visual identity to better engage customers.
Research & Insights
Elevated Brand Experience
High-Performing Product Detail Page
The PDP redesign enhances the shopping experience by helping customers quickly assess product suitability for various conditions at a glance. A new icon system was introduced to highlight key performance attributes—such as weather resistance, airflow, and flexibility—allowing users to make informed decisions faster. This streamlined approach ensures that sportsmen can confidently select the right gear for their pursuits.
Gear Guides
KUIU Gear Guides help new customers navigate product systems and layering assemblies—ensuring you’re outfitted with the right gear for every pursuit.
Bringing Stories to Life
By integrating stories & narratives with KUIU’s cutting-edge gear, we crafted a shopping experience that not only showcases the products but also reinforces their real-world performance, deepening the connection between brand, story, and customer.
Single Step Checkout
By consolidating shipping, billing, rewards, and payment into one streamlined experience, we reduced friction and made it easier for sportsmen to gear up for their next hunt. This optimized flow enhances user satisfaction, reduces cart abandonment, and ensures a seamless path from selection to adventure.
