Underwater Cameras
Using visual redesign to refresh a dated website.
Overview
This project involved a visual design makeover for the underwater camera manufacturer, Intova.
The Problem
Intova's online visual design was becoming outdated.
How might we modernize the visual design of the Intova e-commerce site to better resonate with the customer base?
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RESEARCH
The Persona
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Meet Adrian, the Intova persona
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Adrian is a 36-year-old sales manager from Big Sur, CA
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Technically adept
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Early adopter
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Wants to document underwater adventures
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Wants to post images on social media
Scenario
Adrian is looking online for underwater cameras. It is important to Adrian that the company appeals to his spirit of adventure and offers quality products up to the job of capturing images in an outdoor setting.
By understanding the persona and his needs when it comes to capturing imagery in a harsh rugged environment, I surfaced these key insights.
Meeting User Needs
Key insight No. 1
The scenario revealed the importance of a brand identity that visually appeals to Adrian's sense of adventure.
Approach
A complete visual makeover of the online website improved the connection with Adrian's lifestyle.
Key insight No. 2
Adrian needs enough product details to make an informed purchase.
Approach
Product detail pages were redesigned in a way to provide product details and multi-angle images.
Key insight No. 4
Adrian needed a way to understand the technological benefits of each product.
Approach
Illustrated interface design features and callouts to explain the tech functions of each product.
RESEARCH
A Heuristic Evaluation was performed on the existing site to find severe usability errors. The site refresh included corrections to those errors in addition to visual design improvements.
Considered features beyond browsing, e.g. how to meet in a safe location, paying for the item after seeing the product. Considered how to return items or leave seller feedback
Visual Redesign
Before
After
Video Editor Companion App Concept
