freddy ux pelican ecommerce

Pelican Products
E-commerce Web Design

Pelican Products is the world’s leader in plastic protection with an extensive catalog of products. They needed a website that was e-commerce ready, easy to navigate, and expedites the user shopping & buying experience.

Role: Visual Designer & Front-End Developer

View Finished Product @ www.pelican.com

Play Video about pelican prototype ecommerce design

User Research

Products lean towards males age 25-34

Most Popular Product Categories
  1. Hard Cases
  2. Phone Cases
  3. Coolers
  4. Lights
  5. Travel (bags/luggage)
Hard Case – Use Case Examples:
  • Firearms
  • Camera/Sound Equipment
  • Scuba Gear
  • Drones
  • Professional Industrial Tools
  • Various High Value Collector Items
    (Sporting Cards, Shoes, Szechuan Sauce)
User Pain Points/ Errors found in Heuristic Evaluation
  1. Duplicate Product Pages (over 300 duplicate pages for products in “consumer” vs “professional” sides of website)
  2. Duplicate Products in Secondary Dropdown Navigation
  3. Inconsistent Logo and Primary Navigation between Home and Other Pages
Google Analytics Takeaways
  1. Users are split 65% new vs 35% returning
  2. Nearly 70% of users who visit consumer division homepage hit the back button

Competitive & Comparative Analysis

  1. Pelican Products Dealers’ Websites use Product Names Other than their Actual Marketing Names
  2. Competitors Use the Full Width of their Website to Display Information
  3. Competitors have Ecommerce Websites regardless of Dealer Program Status

Low Fidelity Designs

Pen & Paper Sketches

Next Steps

Add Breadcrumb Navigation to Product Pages
  • This will make browsing products easier for users
Add 360 Images to Applicable Products
  • Rotatable 360 products images will give users a better idea of product features
Add Images in All Products’ Colors
  • Additional images of products in different colors to help the user choose
Add HTML5 Video Banner
  • This will allow the marketing team to display their videos in the “hero” area

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