UI/UX, eCommerce & Mobile Design, Branding

Visional is a millennial gyroscooter brand that has always believed that their love for lifestyle and, to an even stronger extent, their love for the people who enjoy life, is the principle around which their entire brand philosophy should pivot.

As a brand with a strong grasp of who they are and what they stand for, our challenge was to simplify and clarify their brand platform, and to create a flagship eCommerce experience. One that helps them express themselves in the right way, to the right people.

We worked to establish a strategy aligned with the brand’s ambition and their audience’s desires. From user experience and messaging, to the digital platform and content within it, we brought their personality forward to establish an experience that expresses their brand point-of-view: “It's joy.”

In doing so, we created a brand ecosystem where customers can connect with content that they’re interested in, and shop for things they value--products that support their lifestyle and add something to their lives.

Directed towards the 12-16 year-old core, our eCommerce experience is designed for thumb-first interaction. The navigational structure alters between mobile, tablet, and desktop, ensuring we’re serving the user based on device type and behavior. Through a research-proven approach, we created an experience that works, looks, and feels like an app.

The design system embraces an open environment, pushing the content to hero status and the brand continually forward. Pages now share unique stories around features and highlights; we elevated the importance of lifestyle photography and video.

As we approached our redesign, we started with their existing design language and built improvements around it. Essentially, to keep pushing what had been working to better reflect the values and ethos of their company.

The Visional experience was also overhauled to support trade professionals as well as consumers shopping for gyroscooters.The new approach focuses on highlighting the construction process.

What does it mean to focus on the customer experience of eCommerce? One contributing factor is how we present the product throughout the user journey from browsing to purchase. The eCommerce product listing pages and product detail pages are designed to provide context and motivation through original creative content, such as videos, trends, photos, and branded imagery.

The new experience uses very intentional content site wide to inspire and pull customers through the shopping funnel.

What does it mean to focus on the customer experience of eCommerce? One contributing factor is how we present the product throughout the user journey from browsing to purchase. The eCommerce product listing pages and product detail pages are designed to provide context and motivation through original creative content, such as videos, trends, collection call-outs, and branded imagery.