Outdoor Traditions is not only a company that focuses on the environment and how we can have fun with it but also on how we can preserve it. We live by our emphasis on educating
by excursions and participation with our own outdoor activities, so you can know what we’re all about. Stay true to your roots and leave something for your children which they can inherit, why not our planet? 



  • Pen l Paper
  • Survey l User Interviews
  • Sketching l Wireframing  
  • Axure
  • Bootstrap
  • Usability Walkthrough/Testing  

Role and Duration

It was a collaboration amongst a group of people that involved a tattoo artist, illustrator, developer and a designer. I conducted research amongst the community, developed personas and with the information gathered created a project that delved in to the core of the project. We solved for visual appeal and usability and our testing answered for the user's navigation ease.


The question...


Outdoor Traditions' objective in this project is to connect with people that share similar interests in the outdoor, climbing, biking, photography, trail running, surfing, etc... community. A site that would enable recreational information within your location, access to products that will assist in your day to day adventures and the option to partake in some of these excursions if interested in participating with a similar interest group. 

the answer at a glance

Most people do partake in some sort of outdoor activity...

We discovered that our targeted users are either young outgoing mid-twenty year olds all the way to sixty year olds. Also, that they either are single income roomate dwelling people or dual income families that love the outdoors. The result and outcome of these answers are just a small case study at a simple gaze as mentioned above but gives a good insight as to how so many people mainly do want to go out, explore and enjoy the outdoors.





numerous flows. many alternatives. streamlined navigation and user flow.

Based on gathered user research information from questionnaires provided to a small group of people, preliminary drawn wireframes allowed us to obtain insight into what a good user flow would look like on a main page's navigation bar. This research also added value to what the particular interest of people would be, in regards to the product and excursions offered by Outdoor Traditions.

Through personas, interviews, questionnaires and a developed online survey we were able to identify necessary key points to be outlined on our initial wireframes and sketches. 


key insights and examples of usability

  • User mentioned the importance of noticing items added to the shopping cart.
  • As well as wanting to see a back or return arrow.
  • Logo as a navigation strategy and return to home page option.
  • Enabling the opportunity to correct errors as a user on the page.
  • The placement of certain items or icons as a gesture for navigation.

These are simple examples on the outcome of a questionnaire and gathered qualitative data. As a method for development, affinity maps can be an example of further distilling information in order to streamline usability and design decisions.




Based on information gathered from one of our personas, we can conclude that the following design patterns would match the consumers likes and needs. We then created a navigable e-commerce prototype in which we highlight a wide range of personas targeting certain trends and an affinity for the product. Following, you will notice two example wireframe pages created with Axure and the subsequent UI based on these wireframes. The interface example was modified based on test-repeat usability patterns we took from our study group. We wanted to capitalize on navigation time, therefore guiding our users through a delightful experience that would show profitable for both parties involved.


home Page-Interface


category page-interface



After three weeks of developing designs and conceptualizing ideation, the team and I were able to deliver a prototype that would enable testing of the consumer market; while taking into consideration the criteria of any marketing or business development team.

While our team provided great direction and valuable feedback for Outdoor Traditions' initial concept, we were able to conclude that there is much more to be done. The opportunity to invest in branding options and interface design would provide further actual consumer testing, SEO and options to correct for return profits. In addition, we emphasized the crucial need to focus on mobile first, since most transaction and time spent online is now consumed primarily on smart phones.