Bass Pro Shops Navigation Redesign
Client: Bass Pro Shops
Role: UX Designer and Researcher
Timeline: 8 weeks
Responsibilities:
Led UX Design efforts for $280,000 project to rework the Bass Pro Shop navigation and product taxonomy for both the mobile and desktop experiences.
Created wireframes and interactive prototypes of the mobile and desktop experiences.
Wrote scripts, scheduled participants, and analyzed 8 unmoderated studies to gather initial qualitative user navigation data.
Organized and led working sessions between the Accenture and Bass Pro Shop team to collaborate on final UX decisions.
Created final taxonomy documents for the mobile and desktop experience as well as documented implementation and UI directions.
Presented unmoderated study findings and final designs to Bass Pro Shops team.
Assisted in the writing and analysis of 2 tree tests, 2 card sorting tests, and 2 usability studies.
Objective
For many, the year 2020 meant exploration into new hobbies and activities, especially the kind of outdoor activities Bass Pro Shops specializes in. Unlike many business, Bass Pro Shops saw an increase in total sales and welcomed many new customers. Due to the conditions of the pandemic, these customers were primarily shopping online. Bass Pro Shop sought to create an online experience that allowed products to be easily found by this base of new hobbyists and experienced customers alike.
