Challenge
Design of website and new brand toolkit for improved user experience and communications Thrudark are a team of former Special Forces operators producing clothing for challenging environments and ventures. After just a year of trading and a lot of early success, Mad River were tasked with redesigning and improving their website. The new design needed to clearly communicate the superior technical nature of the garments, whilst maintaining the strong brand personality and improving user experience.
Solution
Our redesign centred around the user journey of buying their product from start to finish, with particular attention to product pages. The site architecture and navigation needed to be structured in a way that allowed for better user experience, ensuring that visitors could clearly understand product benefits and usp’s. The new design focused on bringing to life the brands adventurous lifestyle qualities, whilst also better showcasing the very specific benefits of their product in a manner that would appeal to their audience. As such, we showed products on lighter pages, enabling a more open feel where key details could easily be highlighted. The garments became a large focus of the product pages with new photography showing more angles and our visual language toolkit enabled us to communicate the highly technical capabilities of the garments in much more detail, but simply. Lifestyle shots of the garments being tested thoroughly in the field were also included.
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