DRI DUCK Website Redesign

Background:

• Company Overview: Founded in Overland Park, Kansas, DRI DUCK has been a leader in providing durable workwear and outdoor clothing since 2005. Known for products like canvas jackets, weather-resistant outerwear, and robust bags, the brand has cultivated a loyal following among workers and outdoor enthusiasts.
• Initial Challenges:
  • The existing website was outdated, lacking in true mobile-first responsiveness, which is crucial with the rise in mobile shopping.
  • User navigation was cumbersome, leading to reduced conversion rates.
  • Upgrade of ecommerce platform was recommended. 

Objectives for the Redesign:

1. Improve User Experience (UX): Enhance site navigation, speed, and mobile responsiveness.
2. Boost Engagement: Make the website more attractive, interactive and aligned with current digital trends.
3. Increase Conversion Rates: Through better UX/UI, aim for higher sales conversions.
4. Enhance Brand Image: Reflect the brand’s quality and outdoor ethos through imagery and modern web design.
5. Elevate the overal user experience for browsing and shopping to a more on-trend, national brand-like retail shopping experience.

• Discovery & Research:
  • Conducted user surveys and analyzed website analytics to understand visitor behavior and pain points.
  • Benchmarked against competitors like Truwerk, Carhartt and Duluth Trading Co. to identify best practices in e-commerce for similar demographics.
• UX/UI Design:
  • Implemented DRI DUCK’s first “mobile-first” design process for website.
  • Simplified navigation with a focus on reducing clicks to purchase, inspired by successful e-commerce models.
  • Implemented a more responsive design ensuring functionality and aesthetics across all devices.
  • Introduced dynamic elements like interactive product views taking cues from innovative retail platforms.
• Content & Marketing Strategy:
  • Developed a content strategy that included storytelling elements about the brand's commitment to quality, much like the narrative approach on the Truwerk site.
  • Integrated a robust social media strategy, learning from DRI DUCK's previous influencer campaigns to drive traffic and engagement.
• Technical Implementation:
  • Upgraded to a modern ecommerce platform (Shopify) for better checkout conversion, robust and responsive theme options, overall ease of use, and scalability.
  • Focused on SEO to recover and enhance organic traffic, following insights from their digital marketing agency.

• Development & Testing: The development phase involved iterative testing for usability and performance, ensuring each feature was optimized before going live.
• Launch Strategy: A phased rollout was planned, starting with core pages to minimize disruption, learning from successful gradual updates seen in other redesigns.

• Increased Traffic and Engagement: Post-launch analytics showed a 18% increase in organic traffic and a significant improvement in user session duration, indicating better engagement.
• Conversion Rate Improvements: With streamlined checkout processes and enhanced product discovery, there was an increased return on ad spend and a notable increase in goal completions.
• Brand Perception: The modern design and improved user experience reflected positively on the brand's image, aligning with the “high-quality" and “authentic” vibe of the brand’s marketing and design philosophy.

The redesign of the DRI DUCK website not only positioned the brand for future growth in the digital marketplace but also significantly enhanced the customer journey from discovery to purchase. 

By focusing on mobile-first, user-centric design, integrating with current marketing practices, and employing SEO strategies, DRI DUCK has effectively modernized its digital footprint, ensuring it remains competitive and relevant in the evolving e-commerce landscape.

• Continuous monitoring and A/B testing to refine UX/UI elements.
• Exploring AR for virtual features inspired by fashion industry trends.
• Expanding into global markets with localized content and payment options.

This case study shows how a thoughtful redesign can lead to tangible business improvements, reinforcing the importance of keeping pace with digital trends while staying true to brand identity.