Redesigning an established equestrian supplier’s website to elevate engagement and competitiveness.
FROHNA, an esteemed equestrian supplies company with a legacy of 127 years, approached me to redefine its online presence. The challenge was clear: redesign their website to showcase hundreds of products, enhance the user experience for customers, and ultimately drive online sales. This project was a unique opportunity to bridge tradition with modernity.
Sole UI/UX Designer
Figma, Adobe PS
The existing FROHNA website was outdated and cumbersome, hindering potential sales. With a vast catalog of products, disorganized navigation, and limited user engagement, the company was missing out on substantial revenue. My mission was to revitalize their online platform and revamp the user journey.
I began with extensive market research and user interviews. Understanding the equestrian community’s unique needs and preferences was paramount. Leveraging data-driven insights, I unearthed pain points, like complex navigation and a lack of product information.
My ideation phase involved sketching wireframes and prototyping various design concepts. The focus was on creating a seamless user experience that highlighted FROHNA’s extensive product range. The final concept was born from user-centered design principles, ensuring every element had a purpose.
I embarked on the design phase, crafting visually appealing interfaces that balanced aesthetics with functionality. Iteration played a crucial role in refining the design based on user feedback and usability testing. Challenges like the overloaded mega menu were addressed systematically.
Collaborating closely with the development team, I helped to guarantee a smooth transition from design to implementation. This phase was about turning the design vision into a functional reality.
The results were transformative. Within the first year of relaunch, FROHNA tripled its online sales. User interaction increased by an impressive 45%, and bounce rates reduced significantly. Customer feedback was overwhelmingly positive, praising the revamped user experience.
In redesigning FROHNA’s website, I successfully merged tradition with modernity, breathing new life into a company with a remarkable heritage. The measurable outcomes speak volumes, showcasing the power of user-centered design.
Let’s discuss how my expertise can contribute to your projects and goals!