Overview

Evolving the work

Throughout the course of 2 years, I worked on 5 Johnson Outdoor brands, Jetboil, Eureka, Scubapro, Cannon, and Minn Kota. In that time period, I created new experiences for product listing pages, buying guides, and 2 website redesigns.

Problem

Learning the curve

Users are often new to outdoor activities like camping, fishing, and diving, and find it hard to choose the right products. There is a learning curve to understanding this world and the equipment that is needed. Our team wanted to highlight the importance of educational and supportive content within the buying process so users can feel 100% confident when making their product choice.

Research

Understanding the landscape

For various JO projects I performed competitive, content, and creative audits for various outdoor companies and did several brainstorming activities.

Work

Finding opportunities for growth

For this project, we were constantly pitching for better solutions to user needs and pain points across the many outdoor brand websites.

Takeaways

Becoming an "expert"

I loved working on these brands because the products and hobbies were often complex and I had to gain familiarity in order to provide solid UX recommendations. I was able to get curious and really dive, no pun intended, into the different hobbyist landscapes.