Retainer

RedBull

Optimizing the RedBull US digital storefront to look, feel, and function seamlessly together with the global store.

Designed at The Stable, Part of Accenture Song

Services

UI Design
UX Design
Strategy

Team

Lead UX/UI Design — TJ Hari
UX Design – Melanie Helgerson
Strategy — Kristen Stanise
Developer — Owen Dupree
Project Manager — Brayden Tickell

Overview

RedBull have been fueling extreme athletes and sports teams since 1987. The RedBull US shop catalog includes sports team apparel and accessories, with quarterly releases of their limited edition collections. RedBull have been a retainer client for numerous years as we continue to collaborate and strategize with their global design team and optimize their digital storefront.

Challenge

When I joined this project the client expressed the US store was not performing as well as the global store. In order to maintain a strong client relationship and continue working together. I needed to solve for this issue and bring value to our partnership by creating a engaging collection page, improving the overall user experience, and optimize the shopping funnel to increase total sales.

Approach

I conducted a site wide audit to uncover where we could build or redesign components for higher impact. I found the navigation, search, mini cart, and product card were all areas that could be optimized for their customers needs. Collaborating with the strategist, I redesigned these components with data insights to better serve the users focusing on most searched and top selling products. Also, I redesigned the product list and detail pages to include third party integrations from Rebuy to have more nuanced shopping experience while browsing products.

I designed a custom collection landing page for their high profile teams and limited release collections. Using visual elements from the RedBull racing team and optimized the product card to lead users towards the shopping funnel.

Results

After finishing the audit it setup a clear roadmap for what design sprints we needed to complete to deliver results on the site. The RedBull team was happy with our solutions and we made incremental deployments through the retainer. Our client relationship feels strong and they have signed for another contract. We will continue to provide value to their digital experiences. The success of my design work is clear seeing the impact on the RedBull shop metrics.

37% increase in returning customer rate

49% increase in total sales

8% increase in average order value

Collection Page

Custom landing page template for the RedBull team collections. To differentiate these from the standard product listing pages we brought in imagery and textures from the Oracle RedBull racing aesthetic. This template would also be impactful during any seasonal sale or new collection release.

Before

After

Product List Page

While closely collaborating with the RedBull design team we made many optimizations to the product list page. Customers now have more nuanced shopping experience while browsing and discovering products.

Improvements

Added filter dropdowns and chips
Repositioned SEO copy to bottom
Created promo tiles
Added wishlist functionality

Updated quickshop functionality
Added eyebrow text for gender
Updated image background and ratio
Created colorized badges

Before

After

Product Detail Page

In redesigning this product detail page there was an opportunity to craft a more immersive gallery style experience by showcasing multiple product images. With the Rebuy integration we could cross sell products using strategic recommendations in addition to many more improvements.

Improvements

Added eyebrow text for gender
Simplified product details
Expanded breadcrumbs
Image gallery style layout

Rebuy cross sell products
Updated image background and ratio
Created colorized badges
Improved zoom modal experience

Mini Cart

Mini Cart

Customers now can edit their order in a modal for size or color without redirecting them to another page. The navy progress bar will update when free shipping becomes available. Also the ability to cross sell products with the You May Also Like section. All updates have increased average order value and total sales.
Edit Modal

The size guide is also accessible from the edit modal allowing customers to change size or color while staying in the mini cart.

Navigation & Search

New Arrivals

RedBull releases new product lines frequently it was crucial to prioritize new arrivals in our information architecture. The organization of the product collections and category links are driven by data around which collections customers navigate to most often.
Shop Teams / Events

RedBull has many team collections and special events correlated with product releases. We distinguished these teams / events their own visual block and logo.
Apparel

Previously the apparel was organized by gender. But we found through analytics that customers would browse by product type. We simplified it down to Tops, Bottoms, Accessories, & Gender.
Search

Utilizing Rebuy integration enables live search functionality and encourages customers to discover similar products based on their results. Using data to craft a useful search experience, the featured collections are chosen by the most popular searched items.
Accessories

The accessories run deep at RedBull so we expanded this category into finer detail for customers to explore the wide range of accessory products.