Project Overview
TrailCrew is an outdoor adventure gear brand catering to hikers, campers, and explorers across Europe. The project aimed to design a mobile-first e-commerce platform that feels bold, modern, and trustworthy—while reflecting the brand’s rugged, nature-focused identity.
Objectives:
Develop a distinct visual identity that speaks to outdoor adventurers.
Create a smooth, conversion-friendly user experience on both mobile and desktop.
Establish a scalable component library for future product growth.
User research
Target Audience
Outdoor enthusiasts
Ages 25–45, who value quality, durability, and convenience
Mobile-first shoppers
who expect fast, intuitive interfaces on the go
Budget-conscious buyers
looking for trustworthy product recommendations
Design process
Information Architecture
To ensure intuitive navigation, we mapped out a clean site structure based on common user tasks like product browsing, filtering, and purchasing. The core structure included:
Home Page: Entry point with clear navigation to key categories and offers.
Shop Section: Organized by product categories, leading to detailed product pages.
Cart Flow: Includes item list, shipping info, order summary, and payment.
Search Functionality: Supports filtering by name, category, sale, and price.
Low- fidelity Prototypes
Design Highlights
Color Palette
Orange (#FF6634), burgundy (#904033), and neutral tones reflect warmth, terrain, and functionality.
Typography
Open Sans for clarity and modern appeal, used across headers, labels, and body text.
Components
Modular elements like product cards, CTAs, and filter chips streamline the experience and support easy updates.
Final Design
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Challenges & Solutions
Balancing brand with usability
Solution: Used dramatic imagery and warm tones while keeping UI clean and familiar to ensure usability.
Consistency across pages and devices
Solution: Designed all components responsively, testing layouts across breakpoints from desktop to iPhone and iPad.
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