BERGHAUS.COM HOMEPAGE
UI Research - comparing competitors.
UI Design - Design built in Figma. Components optimized for desktop and mobile screen sizes.
One of my first tasks when joining Pentland brands was to redesign the user interface of the Berghaus homepage. The brand was beginning a repositioning with a new campaign named ‘Time to get out’, aiming to target a younger audience that includes ‘Urban explorers’ - 18-30 year olds who live or reside in urban areas, have an interest in outdoor wear fashion, and get involved in outdoor activities.
One of the key aims of the user experience redesign was for customers to find the product category & landing pages more easily. From results on other projects in the Pentland Portfolio we knew that quick links were effective in doing this - tabs for men, women and kids with popular products. Below are wireframes created with the UX team.
As the brand direction was focused on a younger audience, the UI needed to be updated to reflect this. This meant researching competitors UI.
Shown here are the north face and patagonia site homepage. Both use a neutral colour palette for UI components and use white space effectively for spacing between sections. This approach allows the imagery and content to be the focal point. This approach can also be seen on products such as instagram and depop.
As a result of this research, I opted for a cleaner UI that removed the angles, increased the white space between sections and made full width use for imagery, whilst still keeping in line with brand guidelines. I also opted for some titles to be over a dark gradient - an approach that closely ties an image and it’s caption in a contemporary way, and is used extensively on products such as netflix.
As part of the new brand direction, instagram influencers specialising in beautiful outdoor imagery were commissioned to photograph burghaus products in the northern English countryside. To showcase this I designed a carousel that could show the images in full width view, with an added feature that showcases the products in the image with links to the products description page.
Comparing the implemented design change to the same time 9 weeks after Launch:
Homepage Bounce Rate
-29%
Session Duration
+11%
Conversion Rate
+18%
Sessions
+32%
This work was created at & is property of Pentland Brands.
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Lead Product Designer