Digital UX Design

Bivouac Outdoor's group of sites served very different shoppers on one platform. A hiker buying boots and a climber buying rope don't decide in the same way, and the site had to respect that or it cost us sales.

I oversaw three platform upgrades and launched a full store redesign in April 2012. I also set the content and voice standards for the channel.

UX isn't decoration. Every extra click, unclear label or moment of doubt costs a sale, a signup or a booking. Good UX is invisible. Nobody thanks you for a smooth checkout, they just finish it and move on.