Overview

Latitude Outdoors

Latitude Outdoors creates mobile hunting products for its growing customer base. When Latitude’s Shopify store launched with great success, they quickly realized it was time to build up their brand and create a web presence that was as well structured as their products.

By working alongside the Head of Business Development and an experienced photographer, I redesigned Latitude’s Shopify E-Commerce store. I was able to create a responsive and clean user experience by customizing a Shopify theme.

Role: UX/UI Engineer— User Research, UI Design and Shopify Development

Team: Kevin Leach (CEO), Alex Chopp (Head of Business Development), Jake Matelic (Head of Product Development), Emily Vermeesch (Director of Operations)

Timeline: 120 days (including research and implementation)

Problem

Latitude Outdoors is growing, but there’s no time for new features or fixing technical bugs. The current analytics are limited, making it difficult for the company to easily track growth, create targeted marketing campaigns and understand how users are interacting with the site. Because of this, they are unsure why they are losing valuable customers.

01. Poor responsive design

The mobile experience when browsing Latitudes online store made it difficult to navigate between pages.

02. Lack of product reviews

Although product reviews existed, they were poorly displayed creating a complicated experience for the customer.

03. Customer drop off rate

Although there was site traffic, they weren’t capturing visitor tracking which made it difficult to successfully create targeted ads and campaigns.

 One Place for All Your Hunting Gear

We had a singular message to drive home: Latitude is the place to do all your saddle hunting shopping— it's not just a place to buy your accessories. Our vision included new features and redesigns that would create a seamless customer journey. The redesign allowed us to scale Latitude and place the primary focus on responsive design and customer satisfaction. We decluttered the “View Product” page by introducing a tab bar as the primary engagement area, and simplified the overall navigation.

Before

Old “View Product” design contained a lot of whitespace and the information displayed overwhelmed customers. To read product reviews, customers would have to visit a different webpage.

After

“View Product” page redesigned to present more detailed information using tabs. Customers no longer need to leave this web page to read reviews or view related products.

What are our customers doing?

We wanted to understand site engagement and in particular, where we were losing customers. Through team calls, customer feedback, competitor research and analytics integrations, it became clear that there were unaccounted user behaviors and technical bugs.

Although customers were buying our product, drop off rates were high especially when customers had a product in their cart. How could we stop them from leaving our site? After completing a round of surveys with 12 people who had an interest or hobby for hunting, it was clear product reviews was needed. Although Latitude had Instagram and Facebook pages which captured testimonials, 25% of participants were not on those platforms.

By encouraging customers to leave reviews on the website, we were able to prove the value of, and build trust in the product and customers in a cost-effective way.

“It’s always exciting when a new hunting company or product hits the market, but I like to know as much about the product before I buy. Some products are quite expensive and I like to hear what customers have to say about it.”

— Jonathan S, Survey Participant

Improved Product Reviews

Latitude kept a record of all product reviews, but viewing them was a tedious problem that forced customers to leave the product page. Improving the way customers view product reviews allowed them to easily consider and assess if the product was right for them.

Solutions:

  • Display product reviews on Product page

  • Option to view older product reviews

  • Show rating on Products page

Responsive Design

Customers needed a friendly layout when visiting Latitude on mobile devices. By introducing a mobile design, customers had more control over their journey.

Solutions:

  • Create a mobile first design

  • Introduce tabs for more detailed information

Outcome

It’s incredibly exciting to see this project come to life, and to be closely involved with the team in taking their product to the next level.

As we continue to get feedback from our customers and iterate on this project, we've noticed positive changes and feedback in the following:

  • Increase in sales

  • Decrease in drop off rates

  • Improved customer journey