Design:
Nicole Engle
John Binagatan
Project Management:
Abby Lawson
Adam Perez
Design Director:
Dhruv Chanchani
Back-end eCommerce integration (Magento)
ADA Standards
Google Tag Manager
Integrated ESP
Crushproof expertise with a lifetime guarantee - Pelican Cases are made in the USA and built to last, with a promise of protection.
The previous Pelican website effectively supported their government and commercial clients, but its user experience fell short in showcasing Pelican's extensive D2C capabilities. To better serve everyday customers looking to purchase individual orders, significant enhancements were needed to create a more intuitive, seamless, and engaging experience that facilitates easy, direct-to-home purchases.
• Embody the future direction as a brand that allows Pelican to connect with D2C audiences through a branded commerce experience. This will be in the form of insight-led creativity, with Pelican developers integrating proposed requirements of work.
• Educate new and returning users to Pelicans top tier production design and unmatched quality.
• Redesign Pelican.com to forward the site experience, taking into account already integrated improvements and backlog requirements. With this, Pelican needed a fresh brand presence that spoke to their heritage, but also met a new generation of adventures.
• Support Pelican to progress digitally into an atomic, modular design system / digital brand kit. Allowing for ultimate brand consistency, brand evolution, and design at scale across all digital spaces.
We prompted Pelican to flip the script on how they approached the wayfinding of their catalog. The redesigned navigation is centered around helping users find the right case based on what they need to protect, rather than simply choosing a specific product. By guiding users through an intuitive process that asks what type of item they’re securing—whether it's electronics, cameras, or sensitive equipment—the site helps them narrow down options based on their protection needs. This approach ensures users discover the most suitable cases by focusing on the level of protection, size, and functionality required for their specific items, offering a more personalized and solution-driven experience.
✓ We created a tree structure that represents the main sections and pages of the new sitemap.
✓ We envisioned tasks that simulate what users would be trying to find on the site.
✓ We recruit participants (real users) to perform the tasks based on the structure we established.
✓ We collect data on how these users navigate the site’s tree structure. This includes where they click, how long they take, and whether they succeed or fail in completing the tasks.
✓ With our insights, we iterate and improve to evolve our recommended sitemap.
Our insights validated how we can assist users to envision the product they're trying to protect and build their purchase around that rather than trying to become experts in Pelican's product line and work backgrounds to see what their cases and individually built for.
We interviewed key individuals and main stakeholder groups with vested interests ranging from Sales & Operations, Marketing, Business Leaders, Investment Contributors, and integrated development leads. We cast a wide net of questions to learn the small details around internal backgrounds, pain points, short and long term goals, and internal processes. The better we knew how the Pelican team works together, the better we could lay a foundation for the future.
We developed internal tags to group, map and sort through new found user segments, brand strategy, product knowledge, tech innovation, and marketing growth.
We combined these interviews with our qualitative user research to create four primary user personas. These personas identified personal attributes such as occupations, income, location and product attractions, but widened to explore the user's shopping behavior, base motivations & frustrations and which stand alone Pelican features were most influencial to them.
We created an intricate system of Content Landing pages that aim to turn window shoppers into direct online conversions. These pages provide in-depth educational moments on Pelican's overall lifestyle offerings or more specific product lines such as their case series. While spotlighting key features and speaking to the heart of Pelican's passion for the outdoors, customers gain valuable insights and guides to the life a life of adventure.
These Content Landing Pages transition into key marketing campaigns and lead to custom Marketing Landing Pages for seasonal and new product launches.
A large part of the project was rethinking the User Experience around how Pelican sells its lifestyle opportunities to its visitors. We created a new color system to identify the key lifestyle paths a user may take to reach the product to best suit their endeavors.
• Overlanding - Woodland Green
• Adventure - Dynamic Blue
• Photo & Video - Golden Yellow
• Hunting & Shooting - Desert Brown
✓ Funnel user’s by search behavior to the best product(s) for their individual needs.
✓ Maximize storytelling efficiency with flexible components for the entire product ecosystem.
✓ Adapt messaging with brand priorities, and the ability to learn from behavior patterns.
We built a completely new design system from the ground up, translating Pelican's iconic legacy into a comprehensive experience. Our challenge was to create a cohesive, foundational ecosystem that seamlessly integrates meaningful content while inspiring and educating both new and returning users about the brand heritage in the industry. By developing scalable solutions that accommodate Pelican’s vast product catalog, we not only refined the traditional e-commerce experience, but also introduced custom components and variants that evolve the Pelican brand into the next 10 years of sales. This system aligns with ongoing campaigns, core product knowledge, and long-term brand goals, enhancing the purchase journey and encouraging users to engage with Pelican even after their initial purchase.
We elevated, connected, and created consistency within Pelican’s promise of protection. Communicating the brand pillars, consistently familiarizing users with brand related possibilities mid-funnel in the customer decision journey.
Humanizing a vast product line alongside customer reviews, user segment related lifestyle imagery, and educational product storytelling. We cross pollinated the path to purchase, anticipating the user’s purpose and passions based on historical data and stakeholder interview takeaways.
With scalable solutions designed to consider Pelican’s vast product catalog, we enhanced the experience while refining the typical e-commerce shopping experience.
Custom components designed to strategically funnel users to the best product for their individual needs, while aligning current campaigns, foundational product knowledge and evergreen brand goals. We enhanced the path to purchase and give users a reason to return to the brand post purchase.
✓ Cross pollinate other products within product ecosystem.
✓ Increase user’s understanding of product and accessories available.
✓ Increase awareness of possibilities within brand related to user’s shopping behavior
