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Nixon has been a key figure in the surf and action sport world. Like many product brands that excelled in the wholesale and distributor model Nixon was in need of building up their direct to consumer sales channels. The e-commerce site was of course a key initiative at this time and the core focus during this time. The introduction of new ideas meant decks, decks, and more decks to present concepts to different audiences within the organization.
Many traditional UX methodologies had not been implemented within the technology or design team. Introducing new techniques and processes in ways that didn’t negatively disrupt established workflows was the first hurdle to overcome as a team.
Looking at the customer journey and especially at the different types of customers gave the team tools to leverage for internal communication and providing context to user insights.
Some of the first user research studies for Nixon were introduced leveraging 3rd party remote tests, A/B testing, heat maps, and surveys. Capturing the voice of the customer and user data provided new context for decision making.
A redesign of web components and content layouts was one of the first things being worked on as I joined the team. Enhanced responsiveness, easier updating, and better design consistency were core goals of the initiative.
Aside from easily updated and standardized web pages there was also an opportunity to break out of the mold and create custom landing pages for key product launches. The Metallica Collection, Mickey Mouse, and The Dork Too were some of the more robust build outs leveraging animation, video, and custom layouts to tell a unique story about each product.
Interactive configurator allows users to select a watch model and certain elements that will then be assembles at the factory to deliver a truly custom time piece. All elements are tied to real inventory offering the most life like build experience.
