Overview
Zero Friction is a sports products company that specializes in golf products known for offering universal sized, compression-fit golf gloves.
Since its debut in 2005, Zero Friction has grown considerably throughout the golf industry, creating innovative solutions for both its audience of consumers and retailers, while bringing more color to the game of golf.
My Role:
I was the jack of all trades and leader of a two man design team that managed a vast range of different projects which included redesigning our website and Amazon storefront with user-centered methodologies.
Other tasks included creating digital/print assets such as catalogs, sell sheets, advertisements, retail displays, packaging, social media content, video, photography, producing product imaging using photo manipulation, and even designing golf gloves. Additional to the array of different projects, one of my main focuses was developing the brand to portray a modern, consistent, clean, and dynamic look that reflects the culture of performance and innovation.
I pitched the idea of redesigning and refining the customer experience of Zero Friction's online store to the CEO.
The idea always existed in the back of my mind, "How do we create a more positive shopping experience and boost sales with our website?" After crafting a presentation, I scheduled a time to meet with the CEO and presented my thoughts, leading to the beginning of redesigning the site. Needless to say, the meeting went well.
We partnered up with a development team, and after many meetings, establishing site architecture, UI styles that. matched the current branding, and strategizing content and product we wanted to push out at the time, we resulted in a new, fresh website for our customers to experience.
Amazon Storefront:
Over 1/3 of Zero Friction's profit comes from our Amazon account.
Redesigned the Zero Friction Amazon store, changing the entire layout, images, and ads used throughout the platform. All golf related photography was taken by me as well. The store had to be catered towards the user, portraying easy accessibility and simplicity throughout the design.
User Stories
During the researching process, a method applied to better understand the user is developing user stories.
- As a user, I want to be able to purchase a product with one click in order to save time on the checkout experience.
- As a user, I want to be able to easily locate what I'm looking for in order to have a stress-free shopping experience.
- As a user, I want to be able to see lifestyle images of the product in use in order to visualize what the product will look like in real life.
Creating a Better Shopping Experience
Problem:
Having to click through multiple sections to get to the desired product, which eats up time for the user.
Solution:
Having the product listing located at the top of the page next to the images on the page for a quick shopping experience.
Problem:
Not being able to navigate through the Amazon store and creating confusion for the user looking to shop.
Solution:
Simplifying categories in order to create easy navigation throughout the site assists with the user having an easy shopping experience.
Problem:
Having only plain product images or mockup images throughout the store site.
Solution:
Incorporating lifestyle images of the product in use, which encourages the user to purchase the product as they have a better visual idea of the quality and performance of the product.
Results:
After a full year of the new site launch (2019), analytics showed a 105% increase in store sales and a 116% increase in impressions compared to its older version.