Northfinder Case Study How We Successfully Redesigned the Website Thanks to UX
What is Northfinder?
The Northfinder brand is rightfully ranked among the established manufacturers of quality outdoor clothing in Central and Eastern Europe today. Its premium products are sought after not only by professional athletes (skiers, ski mountaineers, hikers, etc.) and passionate outdoor enthusiasts. Northfinder also outfits the Slovak mountain rescue service and top athletes worldwide. Through its website, the client currently operates in six different markets (SK, CZ, HU, PL, RO, SI).
Collaboration and Assignment
The main requirement of the client was to increase the conversion ratio of orders. The task was to redesign the website, which would not only highlight the premium quality of Northfinder products but also create a clearer orientation for customers. This includes those who are not familiar with outdoor clothing, as well as those who buy fashion outdoor clothing for various activities. All of this with an emphasis on user experience – UX, thanks to which the website will be clear for visitors, intuitive to navigate, and without any obstacles during the shopping process.
Objectives of cooperation
- Increased conversion rate
- Highlighting brand positioning
- More user-friendly website
- Clearer navigation for uninvolved website visitors
- Reduction in customer support inquiries
- Reduction in returns
Main services we provided to the client
- UX audit of the original website version
- Discussion groups
- Unmoderated user testing of the original website version
- User research within a private closed group on a social network
- UI design of the new website solution
Key Milestones of Cooperation
Defining goals
During the introductory workshop, we identified and named all the necessary inputs (business requirements, technological needs, etc.) with the client to understand their expectations, goals, and also to get to know the target customer group.
User research
At ui42, we believe that the success of a product lies in understanding the needs and expectations of the end customer. That is why we started this project with customer research.
The main points of the qualitative user research were defining target groups, identifying their needs and expectations (within focus groups) related to purchasing outdoor clothing. The research included identifying shortcomings and weaknesses of the current website, creating a detailed description of the customer's "web journey," and surveying the target group's expectations regarding benefits and loyalty systems.
Discussion groups
ui42 outdoor fashion community
In an effort to gather as much customer feedback as possible, we created our own outdoor fashion community in the early stages of the project, in addition to discussion groups. This community consisted of approximately 15 members, ranging from occasional athletes to sports enthusiasts. The goal of creating this community was the continuous validation of our ideas and proposals throughout the project's duration. Members provided us with opinions on proposed functionalities, discussed specific topics with us (e.g., loyalty programs), or tested the usability of partial design proposals. Thanks to this activity, we were able to make the right decisions almost immediately.
Customer journey
After conducting focus groups, we created a customer journey based on the analysis of findings. We defined individual phases, key cases, and identified potential problem areas. This was followed by the creation of a detailed content map for individual pages of the e-shop.
How does Northfinder evaluate our cooperation?
Working on UX with ui42 exceeded our expectations. Proactivity, independence, and professionalism were part of the entire collaboration, which is why I highly recommend working with Dušan Vereš's team on behalf of NORTHFINDER.
Contact us
We will arrange a non-binding consultation.
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Samuel Štassel
Sales Executive
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Boris Henezi
Sales Executive
