The goal was to refresh the UX & UI of the Backcountry in-app experience. With e-commerce sales growing 44% in 2020 in a $4+ trillion dollar industry (retail), it is more important than ever to create a user centered design.
Backcountry’s current in-app experience lacked in several areas as it relates to the user’s experience searching for products, navigating, understanding products features, and the checkout process.
Create a fresh, yet user-centered experience (in-app design). A majority of their business is focused around online retail, so an effort was made to further leverage the in-app shopping experience to create a seamless online experience using a desktop/tablet. Increase user satisfaction of in-app experience. Leverage testimonials and outdoor stories. Leverage field testing and Backcountry expert recommendations.
