Johnson Outdoors eCommerce

Enhancing the shopping experience across six Johnson Outdoors brands —ScubaPro, MinnKota, Cannon, Humminbird, Jetboil, and OldTown

The Challenge

Johnson Outdoors manages six distinct outdoor recreation brands, each with its own audience, product lines, and digital presence. The company needed a unified UX approach that could scale across brands, improve usability, and create a more consistent and conversion-friendly online experience without losing the unique identity of each brand.

My Role

As the UX/UI Designer, I partnered closely with product managers, brand leads, and developers to redesign and modernize the eCommerce experience across six outdoor recreation brands.

• Led a full redesign—from navigation to checkout—creating a consistent and intuitive shopping experience that still reflected each brand’s identity.

• Increased product discovery and cross-selling opportunities through improved architecture and interaction design.

• Continued to optimize the experience post-launch using analytics and user feedback.

• Most recently, redesigned the Product Detail Page (PDP) to enhance clarity, visual storytelling, and contextual recommendations—helping users make more confident purchase decisions.

Process

Research & Discovery

• Conducted competitive analysis across outdoor and consumer goods brands.

• Reviewed site analytics to identify drop-offs and friction in product findability and checkout flows.

• Gathered input from internal teams to understand content workflows and business goals for each brand.

Iterative Design

• Developed modular UI patterns that could flex for different brand aesthetics while maintaining consistent usability standards.

• Simplified navigation hierarchies and incorporated cross-selling features.

• Worked on feature enhancements that improved the shopping and exploration experience — such as a more visually engaging product page with contextual information for variants.

• Partnered with developers to validate feasibility and ensure smooth handoff.

Testing & Validation

• Cross-functional design reviews for alignment and feasibility

• A/B testing to validate design decisions

• Design iterations informed by feedback and data

Impact

• A cohesive, modern shopping experience across six distinct brands.

• Improved user confidence and conversion through clearer product information and guided selection tools.

• Increased cross-brand discovery and add-to-cart rates via consistent navigation and cross-selling components.

• Streamlined post-launch optimization through shared design systems.

Learnings

• The importance of designing flexible systems that balance brand individuality with a unified framework.

• Early prototyping and cross-functional collaboration accelerate alignment and uncover usability issues sooner.