PROJECT SCOPE —
UX/UI Design, Strategy, Shopify Migration, Retainer
Overview
Elevating Pit Viper’s eCommerce user experience through incremental changes and feature releases while delivering a fun-loving brand voice and aesthetic.
Designed at — BVA (acquired by Accenture Song)
Role — UX/UI Designer
Project Model — Retainer
Date — June 2022 to September 2023
Challenge
With a commitment to building functional, fun-loving gear that is serious about taking things less seriously, Pit Viper offers sunglasses that deliver an optimal blend of style and performance for those with a rugged and outgoing lifestyle.
Since 2019, Pit Viper has partnered with our agency to redesign their online storefront on Shopify and provide UX/UI design services, eCommerce strategy, and ongoing revenue optimization.
THE PIT VIPER
Brand Experience
At the onset of our engagement with Pit Viper, our team was tasked with creating a new Shopify Plus website with a retro look and feel we affectionately call “Windows 90’s.”
Approach
Through our agency’s engagement with Pit Viper via retainer model, I work on a variety of user experience and visual design improvements to the site, including streamlining the sizing guide, optimizing the cart, elevating the add to cart button, and supporting the development of the loyalty program.
Team
Project Manager — Brayden Tickell, Kevin Chung
Design — Sierra Seifert, Tiffany Newman, Mark Oxier
Strategy — Amanda Massello, Dulcie Blanks
Data & Analytics — Rafal Sypien
Tech — Marina Starostenko
Sizing Guide
BEFORE —
AFTER —
Improvements
While the previous printable fit guide is humorous and on-brand for Pit Viper’s fun-loving branding voice, our team identified an opportunity to create a user-centered, comprehensive sizing and fit guide. We partnered with the Pit Viper customer experience team to better understand the areas of improvement, with a goal to decrease the rate of returns due to sizing issues. In doing so, we:
Designed a sizing landing page, cleverly titled, “Find Your Fit Viper”
Defined each of the sizing terms
Added a link to size chart in the purchase area of the PDP
Provided guidance for taking accurate measurements on the sizing landing page and PDPs
Added a call-to-action button that directs users to a live chat if they require additional assistance
Created an image carousel to display photos of the product on various models
Research & Insights
In talking with the Pit Viper customer experience team, we learned that customers experienced confusion around the different size names, such as uncertainty around what “Xtra Small” or “Single-Wide” indicate. It was unclear to customers if the size name should be taken literally or as branded copy.
“Always show products ‘in scale’ so users can get a sense of or evaluate a product’s size.”
— Baymard Institute
“Unfamiliar terminology and industry-specific jargon can prevent users from clearly understanding product specifications. Explain or define most labels.”
— Baymard Institute
Add to Cart Button Redesign
Pit Viper’s team wanted a more eye-catching and enticing Add to Cart button that feels true to the fun-loving Pit Viper branding. We spiced up the Add to Cart button with a hover state that includes a morphing mesh gradient and a UFO flying in and shining down a light beam, paired with a clicked state that sends retro icons exploding out of the button like confetti.
BEFORE —
AFTER —
Collection Page Redesign
The collection page was redesigned to tell a more immersive and engaging brand story with updated filters, aimed at enhancing the user journey.
The illustrations of the various models of Pit Vipers gives customers a visual representation to explore different collections. The categories of filters were refined to guide customers in finding the products that best suit their preferences.
BEFORE —
AFTER —
Pitcoins™ Loyalty Program
For the launch of Pit Viper’s PitCoins™ loyalty program, I designed icons that were inspired by the aesthetic of the coins seen in retro Super Mario Bros. video games. I utilized a large grid in Adobe Illustrator to create a pixelated look.
PIT VIPER PITCOINS™ ICONS —
Results
Our partnership with Pit Viper showcases our agency’s ability to integrate teams across UX/UI design, website development, digital marketing, and data & analytics to provide holistic commerce insight and drive growth.
110%
87%
Increase in revenue
Increase in online users
400%
Average ROAs
NEXT CASE STUDY —
eCommerce site build for a new sun wellness skincare brand.
