Summit Series is The North Face's flagship outerwear line, jam packed with premium features and innovative technology. Unfortunately, research showed that users were largely unfamiliar with the line and weren't willing to pay premium prices for it. The North Face wanted to redefine Summit Series as a layering system and explain the technology behind it in a more user-friendly way, resulting in more sales.
I tested the original Summit Series page on users who were most likely to shop for premium outerwear that would fit into their existing layers. Users identified the following issues as key roadblocks with the old Summit Series design:
The old Summit Series navigation had no clear pattern and mixed products, technology, and activities. Users were left unsure of the purpose of the navigation and how it related to the line as a whole.
The old site did little to explain to users how the Summit Series apparel would work together in a layering system or fit into a user's existing layers.
The old Summit Series page listed technologies at the bottom of the page and left users wondering which products these were associated with and how they would benefit them.
North Face users were unable to answer the question: "what is the Summit Series?"
Old Summit Series Landing Page (September 2024)
With user testing results and brand direction as my guidelines, I landed on a design that stays true to North Face's design language but introduces greater white space, high color contrast, and close up imagery to represent a more refined, immersive style. The following are some of the key features that enhanced the page and answered the needs of both users and brand leaders.
Reserve key areas on the page for the most important question: what is Summit Series?
A sticky sub navigation is used to help users navigate the page and reinforce the layers that make up Summit Series.
Pair technology images and logos with a succinct, benefit-driven definition directly on the page.
Utilize the breath-taking imagery that North Face provides and use it as a representation of what Summit Series is made for.
Throw out the marketing fluff and let athletes tell customers what Summit Series does for them.
