Outdoor Research Gets a Fresh New Look
Outdoor Research, also known as OR, launched a new site designed by ZaneRay this past week, and we are super excited to see it released to the world.
ZaneRay was originally approached in 2015 about designing a new, responsive site for OR, and the process from then to now has been an enjoyable road. We began with a detailed analysis, partnered with Tadpull out of Bozeman, MT, to learn everything we could about the brand and customer base of OR. What we found was a great American outdoor brand with a loyal and engaged customer base—and a company that has never stopped innovating since their formation.
“During our discovery and immersion phase, it became clear that every product was a response to a very real problem to solve out in the wild. Everything existed for a reason,” said Pete Thomas, ZaneRay’s Design Director and the lead designer on the OR project. “We set out to make sure that story was told, not only as OR’s narrative and DNA, but for each product, answering the question, ‘why does this product exist?’ So, one of the core objectives that shaped the user experience was finding ways to connect the customers’ needs to the right products, within a fairly sizable line, and helping them throughout their journey, highlighting those key features and differentiators to make the best choices. It was through that lens that we approached our work.”
The redesign project took place over the fall and winter of 2016/17. ZaneRay worked closely with an international team at OR and their parent company Scott.
Among the deliverables we designed a set of reusable components that can be used throughout the site and email templates. This componentry approach saves OR time and money while creating compelling content for all aspects of the online presence. They also help produce a very consistent brand experience at every customer interaction.
“...it became clear that every product was a response to a very real problem to solve out in the wild.” - Pete Thomas, ZaneRay Design Director
Some of the stand-out features of the site include some very interactive tools for sizing, with custom illustrations to detail OR’s fit, product measurements, fit notes, and producing the appropriate size charts in metric or standard units. Another deliverable was a universal icon set that helps the users quickly digest all sorts of information about the OR product line.
Best of all is the Quickbrowse™ function. The Quickbrowse™ is a horizontal layer that lives hidden on the product detail pages, allowing a user to navigate to other products in the found set without returning to the category or search result page. The overall goal of the Quickbrowse™ is to help users see more of the product line, increasing the chances they can find the product they are seeking—and therefore increasing conversion.
The site is built on the Hybris platform using the Hybris Accelerator. We were quite impressed with what the development team was able to deliver, as designers, we never really had our hands tied.
All-in-all, the project was a tremendous success, and we hope to be collaborating with OR for yerars to come!