Johnson Outdoors · E-commerce System
Bringing consistency to a multi-brand e-commerce system, resulting in clearer navigation, better product discovery, and more informed decision-making.
Johnson Outdoors · Multi-Brand E-commerce System
Standardizing shopping experiences across six Johnson Outdoors brands to simplify product information and support confident purchasing.
Project at a Glance
My Role: Lead UX Designer, including research, strategy, prototyping, design QA, and cross-functional collaboration.
Team: Product and engineering
Goal: Improve the e-commerce experience with a unified design system for all six brands, guided variant selectors, clearer product details, and surfacing related products.
Outcomes: A cohesive, modern shopping experience across six distinct brands that led to increased online sales, fewer returns, and improved user satisfaction.
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.
Redesigning the Product Detail Page allowed us to create a clearer, more informative experience that helps users make confident choices.
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.
