Overview
Big Tent Outdoors is a North American outdoor e-commerce brand established in 2021. However, by 2023, it began experiencing a decline in sales due to a narrow customer base, outdated digital platforms, and a lack of mobile optimization.
As the product designer, I led the redesign of both the website and mobile, repositioned the brand to appeal to a broader audience, and worked closely with marketing to activate new user acquisition channels. This project has involved defining new business goals, translating them into design, and executing a full digital transformation grounded in user research.
Role
A Product Designer
• Conducted user research and designed surveys
• Led end-to-end redesign of the website and mobile platform, improving overall usability and accessibility
• Reorganized the information architecture and navigation
• Developed and documented a design system
• Designed email marketing flows and creative assets for lifecycle campaigns
• Created and maintained content for social media to drive engagement
• Collaborated cross-functionally with engineering, marketing, and executive teams
Achievement
• Improved online and offline sales by 27%
• Increased conversion rate by 29% through web/mobile redesigns
• Supported a 229% increase in partnerships (from 12 to 40+)
• Boosted social media engagement by 400%
Developer 2
Product Manager 1
Commercial
Photoshop, After Effect,
Jira, Slack, Google Ads, GA4
User Survey and Reserch
We identified key issues through data analysis using Shopify and Google Analytics, as well as a survey of 97 existing customers.
* This survey was conducted using Google Forms in 2024 and involved 97 customers.
Despite the majority of users browsing on mobile, the platform was primarily designed for the web screen.
Approximately 85% of users were men in their 30s to 50s, indicating a relatively limited target demographic.
Over 90% of respondents preferred to receive information via email. However, there was a lack of active email marketing.
Problem Discovery and Solution
· Combined qualitative and quantitative insights to guide design decisions with real user data.
✦ Problem 1: Confusing mobile experience. Cluttered navigation and site architecture
✓UI Design & Responsive Interface
✦ Problem 2: The brand image seemed exclusive, featuring an outdated design for a very narrow target audience.
✓ Brand Refresh , Build Design System
✦ Problem 3: Lack of workflow design and active email or social media marketing strategies.
✓ Build Email Flows and Templates, Supported marketing campaigns with Social Network Service
Overall & mobile UI Improvement
· Streamlined the information architecture for clearer navigation and faster product discovery
· Applied a consistent visual system to unify branding across all pages
· Built a fully responsive layout optimized for both mobile and desktop users
· Refined the conversion flow to reduce drop-offs and drive purchases more efficiently
Rebranding and Design System
· Expanded target audience beyond men in their 40s–50s to include families and younger users
· Built a scalable design system in Figma using local libraries and variables
· Standardized icons, colors, components, and typography across mobile and web
· Streamlined developer handoffs with consistent UI patterns and component documentation
· Improved workflow efficiency across teams and international branches
Email Flow and template
· Built responsive email templates to support cross-device marketing campaigns
· Designed end-to-end email flows to guide users from discovery to purchase
· Re-engaged existing customers with tailored recommendations and product updates
· Helped increase engagement and conversion through structured, strategic email communication.
Reflection
* Data from Shopify
In e-commerce, every decision, from design to product selection to marketing, directly shapes the bottom line. Working on this project taught me that good design is about more than aesthetics. It’s about creating experiences that translate into real results for both the business and its customers.
Throughout the process, I relied on data from customer interviews, surveys, and usability testing to ground my design decisions in real-world insights. Even the negative feedback became a source of growth, challenging our team to rethink assumptions and build better solutions.
Seeing how user feedback turned into measurable impact was one of the most motivating parts of this project. It’s also a reminder of the power of listening of putting users first, and designing with empathy. I’m proud to have contributed to the platform’s growth over the past two years and even prouder to have done it with a team that values every voice and shares a vision for meaningful progress.
