Patagonia Wesbite Redesign
An exercise in designing an efficient user interface and prototyping in Figma.
The project aimed to optimize the overall user experience of the website through user persona and flow research.
The redesign of Patagonia’s website is an effort to re-structure content in a way that will place the brand’s core value of putting the environment first above all else at the forefront rather than its products. Guided by a user flow tailored to a theoretical persona, the project aimed to direct the user towards the brand’s Worn Wear initiative—a program where customers can trade and buy used Patagonia gear.
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Optimized menu and interface design.
Directed the user to the Worn Wear page in less than 2 buttons, without leaving Patagonia’s main website, and compromising quality and context.
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An astute understanding of components and prototyping tools in Figma.
Prototype
figma.com/patagonia
Product, UX/ UI, Redesign
2023
Patagonia’s current navigation bar does a great job of hiding its contents through a slide menu, it takes the user into multiple sub-slide menus just for them to see everything. To alleviate this problem, I designed a navigation structure that presents all items upfront, reducing the number of clicks to get from A to B.
Navigation
A comprehensive understanding of how components work is an essential skill in designing in Figma. This project deepened my knowledge of it and I made sure that I did not become complacent throughout the process and challenged myself as much as I could.
Components
Modifying the current visual language of the website was a key change I wanted to implement in order to meet the project’s objective. By incorporating a pop of color, a cleaner grid, and other UI foundations the website had a more cohesive visual language.
Modernized UI
Learnings ッ
This project allowed me to refine and enhance not just my skills in UI design and prototyping, but it also deepened my knowledge on how the software functions, and designing holistically.
Softwares
