Backcountry
Overview
Redesign of the mobile app experience for Backcountry. As e-commerce accelerated, with U.S. retail sales surpassing $4T and digital growth surging in 2020, mobile shopping became a primary revenue driver rather than a secondary touchpoint. This project focused on modernizing the in-app shopping experience to better support product discovery, decision-making, and conversion.
The goal – to elevate the UX and UI to create a seamless, high-confidence mobile shopping experience aligned with the brand’s expertise in outdoor gear.
Problem
The existing app created friction at key moments:
- Product discovery felt cluttered and unintuitive
- Technical features were difficult to scan and compare
- Expert credibility and field testing weren’t clearly surfaced
- Checkout flow introduced unnecessary friction
The experience didn’t reflect the brand’s authority in outdoor gear or support high-confidence purchasing.
Solution
A user-centered redesign focused on clarity, trust, and conversion.
Streamlined discovery
- Simplified navigation and filtering
- Improved search aligned with user intent
Elevated product storytelling
- Highlighted field testing + expert recommendations
- Clarified specs and feature hierarchy for faster scanning
Frictionless checkout
- Simplified flow with clear progress indicators
- Reduced visual noise at high-intent moments
The result: a more intuitive, trustworthy mobile experience aligned with the brand’s expertise and optimized for conversion.
