Self project optimizing an e-commerce homepage to enourage target AUDIENCE to explore and be active.
When visiting Thule’s outdoor and transportation website, I noticed that the marketing strategy and the scale of visual elements could be much better. There could be less thumbnail product images and more emphasis on inspiring people to live an active life outside.
WIREFRAME
The navigation is not transparent, but has a white background for accessibility and because it looks more clean. I expand the height of the hero with the vision of displaying an image that customers can relate to and get motivation to be outdoors.
Below the fold, you first see featured products. The default images are simple product thumbnails with a neutral background. On hover, the image changes to a thumbnail of the product in use. The next section is to sell the brand with its motto video. Below the video is a carousel for customers to select a product category they are interested in, followed by a latest news section highlighting new product releases.
MOCKUP
The hero image captures the experience of being outdoors with the scenery and people setting up a barbeque after being on the water in the kayaks. It’s relatable and the messaging over the image is a selling point that Thule is the go-to for adventure.
Thule’s “Bring your life” motto video in the middle auto plays on scroll with the option to pause at the top right corner. The style of images in the product category carousel and “What’s new” section are strategic to sell that the products are great quality and they look good in real life.
