UX Case Study
Designing an outdoor commerce experience for every explorer.
Aventura is an e-commerce experience that helps outdoor enthusiasts discover the right gear, prepare with confidence, and explore more. I led the end-to-end UX process from research and strategy through wireframing, prototyping, and testing.
UX Research · Personas · Journey Mapping · Information Architecture · Wireframing · Prototyping · Usability Testing
01 /
Planning an outdoor trip can quickly become overwhelming. Users have to determine what equipment they need, compare unfamiliar products, understand how that equipment is used, and make decisions that can affect both comfort and safety.
For beginners, too many products and unfamiliar terminology can create uncertainty. Experienced outdoor users face a different problem: finding specialized, high-performance gear efficiently without sorting through irrelevant recommendations.
The challenge was to create an experience flexible enough to support both ends of that spectrum.
Our outdoor supply store will let users of all experience levels purchase the right gear, which will affect both new campers like Liah and experienced campers like Matt by reducing overwhelm, saving time, and building confidence in their purchases.
02 /
“I just want to feel confident and safe while exploring. I don’t need the fanciest gear, I just want to get started and have fun.”
Goals
Frustrations
“The right gear can make or break an expedition. I want quality equipment I can trust without wasting time.”
Goals
Frustrations
Liah is a first-time camper who needs a guided way to buy beginner-friendly gear because she feels overwhelmed by too many choices and lacks product knowledge.
Matt is an experienced camper who needs a fast, efficient way to browse and purchase specialized outdoor gear because he values quality, performance, and saving time while shopping.
If Liah can use a step-by-step gear selection guide within Aventura, then she will feel more confident purchasing the right items for her first trip.
If Matt can quickly filter and compare high-performance gear within Aventura, then he can make confident purchases without wasting time searching.
03 /
Beginners need guidance and reassurance at every step, while experienced explorers prioritize efficiency, technical detail, and speed.
01
Feeling
🤔 Curious
😵💫 Overwhelmed
Opportunity
Beginner gear guide.
02
Feeling
😊 Relieved
😕 Unsure
Opportunity
Clear starter kits and recommended bundles.
03
Feeling
🤩 Reassured
😵💫 Confused by tech terms
Opportunity
Simpler descriptions & reviews.
04
Feeling
🧐 Careful
😎 More confident
Opportunity
Sizing help & comparison charts.
05
Feeling
🥳 Excited
😊 Relieved
Opportunity
Confirm success and whats next steps.
01
Feeling
🧐 Focused
🙂 Expectant
Opportunity
Personalized dashboard and quick links.
02
Feeling
💪 Empowered
🤔 Curious
Opportunity
Provide useful filters.
03
Feeling
😎 Confident
📈 Analytical
Opportunity
Side-by-side comparison & reviews.
04
Feeling
🧐 Careful
🔎 Detail Orientated
Opportunity
Sizing help & comparison charts.
05
Feeling
😊 Satisfied
😊 Proud
Opportunity
Expedited delivery & tracking.
04 /
The structure organizes product discovery around clear entry points, supporting both activity-based exploration and direct category browsing.
Early layouts focused on hierarchy, product discovery, filtering, technical details, and the full checkout journey before visual styling was applied.
05 /
Because of the project timeline, I was not able to conduct a full moderated usability study. However, I shared the prototype with a small number of users and observed how they moved through the experience.
01
Observed: Users needed clearer direction when first entering the shopping experience.
Iteration: Made shopping by gear and activity more visually distinct and easier to scan.
02
Observed: Browsing products on a smaller screen felt dense and cluttered.
Iteration: Simplified product cards, improved spacing, and prioritized the most useful information.
03
Observed: Product descriptions did not explain the products fully enough for users to make a confident decision.
Iteration: Added clearer descriptions and a Product Details button for more specific technical specifications.
04
Observed: Users were unsure whether their checkout had been completed successfully.
Iteration: Created an order confirmation page where users can review details or continue shopping.
06 /
Aventura brings product discovery, recommendations, education, and trip preparation together within one outdoor-commerce experience.
Personalized recommendations based on experience level.
Beginner-friendly guidance without slowing down experienced shoppers.
Clear descriptions, technical details, reviews, and comparison support.
Responsive product discovery across mobile and desktop.
A complete checkout flow with a clear order confirmation state.
Aventura taught me the importance of guiding users without overwhelming them. By grounding every design decision in user research and validating with real users, I was able to create an experience that feels helpful & trustworthy.