Nikon Store 2.0

The Challenge
Nikon Store 1.0 was built and released in a quick timeframe, which forced many sacrifices on the UX side.

My Role
After the original site was established, I took it upon myself to analyze and dive into what issues the site had from a UX standpoint, and how it effected conversion. With this in mind, I came up with an entirely new UX and design.

The Approach
With a clean slate, I decided to revamp the homepage first. Since Nikon was an imaging company, I though it was important to showcase beautify imagery. I felt this created an emotional connection with a shopper, and helped the overall look and feel. I wanted to minimize overloading the shopper with the lead in, and bring shopping tools towards the bottom of the fold. I felt this would ease the shopper into making a targeted purchase decision.

On the categroy pages, I wanted to make everything dynamic. Bring filters and tools above the fold and make them visible. Allow the category listing to dynamically respond to a user’s filter decisions. This would bring appropriate product to the forefront, allowing a user to make a connection without having to sort through many pages to find their product. This was a problem with the original design and UX.

On the product detail pages, I wanted the product to be big and beautiful. When a shopper looks for a product in brick and mortar stores, they hold and feel the product. The best way to match this on the web is make the product very visible. allow the shopper to see the texture and color, without sacrificing shopping tools and information.

Unfortunately, I left Nikon before this design could be employed. But not long after, Nikon had use inspiration from my designs and layouts on their current ux.