Thule
THULE
This self-initiated project set out to reimagine an e-commerce homepage experience, with a focus on drawing the target audience in and inspiring them to explore further.
Visiting Thule's outdoor and transportation website sparked the idea for this project. The existing experience felt overly product-focused, with an abundance of thumbnail images that left little room for inspiration. I saw an opportunity to rebalance the approach and lead with something more compelling — a visual story that motivates people to get outside and live actively.
WIREFRAME
Rather than a transparent navigation, a white background was chosen for both accessibility and a cleaner overall aesthetic. The hero section is intentionally tall, designed to showcase an image that resonates with customers and stirs the motivation to get outside. Scrolling below the fold, visitors are first greeted by featured products — clean thumbnails set against neutral backgrounds that reveal lifestyle imagery on hover, showing each product in its natural element. A brand section follows, centered around a motto video that captures the spirit of Thule. From there, a category carousel invites customers to explore the products most relevant to them, before a latest news section closes the page with highlights from Thule's newest releases.
MOCKUP
The hero image does more than fill space; it tells a story. A group of people setting up a barbeque after a day of kayaking on the water captures the kind of outdoor experience customers aspire to, making the brand feel instantly relatable. The messaging over the image drives the point home, positioning Thule as the essential companion for adventure and the outdoors.
Midway through the page, Thule's "Bring your life" motto video autoplays as visitors scroll into view, with a discreet pause button in the top right corner for those who prefer to control the experience. The product category carousel and "What's new" section carry that same intentionality, using lifestyle imagery to show the products looking great in the real world and communicating quality without a word.
