::::: The Challenge :::::
The challenge in e-commerce was that each regional and country-specific site had been managed separately for over 15 years. This led to a disconnect between the sites of different countries and inconsistencies in styles, fonts, colours, and sizing. The team attempted to apply print guidelines, which resulted in a compromised colour brand guideline for the web. This resulted in the sites being non-responsive, appearing untrustworthy, and lacking brand consistency.
::::: The Solution :::::
A web-specific color palette and a design system were essential to start building pages and templates. I developed the design system and templates for the e-commerce platform using atomic design. I worked closely with the engineering team to enhance the websites and roll out new page templates for Product Detail Pages (PDP), Product Information Pages (PIP), and Landing Pages for new product launches.
::::: The Result :::::
::::: Design system :::::
When I took on the project of updating the Lowrance website, my first assessment highlighted the necessity for a thorough site cleanup and a focus on essential elements. This included standardising fonts, ensuring consistent font usage, enhancing brand recognition, and creating uniform user experiences across the site. These actions were vital for cultivating user familiarity and trust in the brand.
::::: Homepage Banners :::::
The initial phase of the user journey comprises homepage banners that direct users to the corresponding experience.
::::: Product information page template :::::
The design system and font standardization are being applied to the product information page template.
::::: Web campaign for Ultimate fishing system :::::
::::: Video Campaign using same design principles :::::
::::: Other page designs for products and campaigns :::::
::::: GHOST Trolling Motor landing page :::::
Working on this project was a fantastic experience; it marked the debut of Lowrance's first trolling motor. The site was uniquely designed with an infinity scroll feature, setting it apart in style from other product pages on the brand's website.
The data indicates that this page has been successful - let's discuss further to draw conclusions from some hypotheses.
