The Situation

Nemo Equipment, known among the outdoor community for their premium tents, set out to expand their product offering with a line of technical sleeping bags. To go to market, Nemo had to prove to their audience that their design-centric values and obsession with quality would translate to equipment beyond tents. They partnered with Almighty to create an online experience to promote and sell a limited run of their brand new products.

My Solution

I lead the UX design of an e-commerce site experience that included research, information architecture, and rapid prototyping. The site used a visual navigation to merchandise the product line while expanding in depth on the technical features of each bag. Supported with striking photography and a social feed of updates from Nemo and industry reviewers, the experience presented the sleeping bags as a top-tier product and helped Nemo sell out the limited edition bags in a matter of weeks.

  • I collaborated with Nemo stakeholders and creative technologists at Almighty to establish functional requirements.
  • I conducted competitive analysis of relevant e-commerce experiences.
  • I documented user flows and site architecture.
  • I created wireframes and a coded prototype.
  • I collaborated with art directors at Almighty as they designed the high-fidelity interface.

My Employer

  • Almighty

What I Did

  • Research
  • User Flows
  • Wireframing
  • Prototyping

The app architecture was mapped early in the process and iterated in tandem with designs.

After sessions with the team at Nemo, whiteboarding helped digest their values, the relationships between their products, and the competitive landscape.

Navigation concepts began as simple sketches.

Zone diagrams added more detail to navigation concepts and content hierarchy.

An HTML prototype allowed the navigation interactions to be evaluated and revised iteratively during the design process.