The new Hunting & Fishing website discovery offered a unique experience and an exciting challenge on how to facilitate the user journey of a customer so used to shopping in-store. Additionally, a path to purchase that had many restrictions due to dangerous goods being sold online. These challenges were solved with an emphasis on brand element implementation, capturing customer identification and an emphasis on Click & Collect.

Hunting & Fishing also faced another challenge of how to educate a new user in their chosen outdoor category whilst not alienating their returning customers. This included sufficient focus on the outdoor activity area, with use of category tags for education and no 'dead-end' in the product discovery process. The post-launch metrics for the first six months (vs. 6 months pre launch) showed great progress: a 76.24% increase in revenue, a 158.53% increase in conversion rate, a 3.35% increase in average order value, and a 23.35% boost in average session duration.

Designs completed during my time at Overdose Digital.