The problem
GT Omega is an established Scottish business specialising in Sim Racing and gaming chairs.
I was approached by their team to work on a website redesign as;
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The team had noticed significant drop-offs throughout the use journey
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Customers reported that the website was difficult to navigate
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The company also wanted a more consistent brand experience across the website
Simplified IA and design
I focused on simplifying the navigation, making it much easier for users to move between the key, distinct sections of the website.
I then created a design system centered around the company's brand, and utilised lots of white space to make the key elements on each page stand out to the reader.
Product feature pages
A key requirement for this project was to create exciting "product feature" pages that show off the key features of products offered by GT Omega.
Taking inspiration from leaders across many industries, I aimed to make each page;
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Easy to understand,
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Visually interesting
while also ensuring that all the key product specifications were included.
Accessories, add-ons
GT Omega reported that a significant proportion of their revenue comes from optional extras, accessories, and add-ons.
I designed new pages to highlight these extras, adding clarity to the personalisation and final touches that users could add to their purchase
Final designs, outcomes
The team at GT Omega were delighted with the designs and have since sent them to their website developer to implement iteratively.
The key priority for this team is to avoid too much experimentation during key sales windows, so the designs will likely be slowly added over the next few months
Euan stepped in to tackle some key UX and UI challenges on our website in 2022, specifically around navigation, product pages, filtering, and discoverability.
From user flow mapping right through to interactive prototypes, his knowledge and insight were invaluable. Even working with limited customer data, he produced a clean concept across both mobile and desktop that we still reference today.
What stood out most for me personally, was how well he collaborated with our team. Asking the right questions and helping people take what was in their heads, then translate it into something tangible on screen.
Brian Copeland - Marketing & Partnerships at GT Omega