DESIGN-DRIVEN GROWTH & INNOVATION •
GOPRO.COM
People’s Choice Webby Award 2014, 2015
Successful IPO 2015
Sale 419% ↑ Q4, Doubled YOY
OPPORTUNITY
GoPro.com was badly outdated and underperforming as a sales and marketing channel. Most sales happened through physical or other online retailers. Frankly, the site had been built with WordPress 6 years previously - and was a jumble of integrations. Additionally, the company planned to IPO in the next year so improving sales was critical as was presenting an impressive marketing and e-comm site to the world. We had a green-light opportunity to redesign GoPro.com from the ground up.
APPROACH & STRATEGY
The GoPro team presented me with an ambitious list of ideas for an updated digital experience, but little to no data or customer insights to ground the strategy and proposed solutions.
Before making any design or product assumptions, I engaged with multiple types of generative and evaluative research to generate the insights needed to create a winning strategy and strong design solutions.
My work spanned from an establishing an insights program which informed an executive product strategy including our GTM with a successive agile roadmap. While my design work included a design strategy, initial design concepts and storyboards, high level prototypes, final wires, visual designs, and a design system.
PROCESS & METHODS
Generative & Evaluative Research
Diary study, Surveys, Structured & semi-structured interviews with customers & stakeholders, , Participatory design, Voice of Customer program (VOC), Competitive analysis, Industry review, Concept testing, Usability testing, AB testing
Strategy & Design
Design concepts, Storyboards, UX design, High fidelity prototypes, Executive strategy, Product & Design strategy, Design system
First, I immersed myself in a competitive analysis the sport camera industry in general. Then, to better understand GoPro’s customers, I ran a diary study and surveyed and interviewed both current customers and camera enthusiasts as well as all stakeholders. I also analyzed customer service logs, and initiated a Voice-of-Customer program to continuously capture feedback. Our biggest opportunity was to provide content and shopping pathways for parents, artists, and every day people - essentially opening up new market demographics.
With buy-off on this strategy pivot from CEO Nick Woodman, I held generative and evaluative strategy sessions with customers. Using participatory design and contextual inquiry with individual customers and focus groups, I was able to generate feedback on pain points and aspirations.
Closing in on final concept, I ran usability tests to prove out shopping journeys, and after launch we ran consistent AB testing to iterate and optimize features and the content strategy.
In the end, I designed an award-winning solution that literally doubled sales twice, and won multiple industry awards.
RESULTS
Sales doubled overnight, and doubled again two consecutive years in a row
Site engagement increased by 4x
Customer satisfaction scores increased 7x
A Webby Award in 2014, 2015 and Adweek’s 2014 Brand Genius Award
Homepage, Desktop
Introduction of a gaming philosophy, user-generated content, cross-site product promos, and a user-generated map of content.
Home & PDP, Mobile
We retained much of the spirit of the desktop experience while streamlining content and interactions for the mobile experience.
Interactive Content Gallery, Desktop
This experience allowed visitors to not only see where photos are uploaded, but also look in either Map or Photo View. Ultimately, the UI would allow for visitors to upload their content to the GoPro Gallery.
