ABOUT THE WORK
An engaging e-commerce experience for adventurers
Alu-Cab specialises in overlanding equipment and accessories designed to turn vehicles into adventure platforms. When they approached us to rebuild their website from the ground up, our resident nomads and adventurers leapt at the opportunity to create a unique experience that would challenge our team.
CHALLENGE
With a broad range of products for different vehicles, the initial website risked wasting the user’s time engaging with off-target products, requiring users to read extensively before finding what they were looking for.
The new experience had to make it intuitive and engaging for users to find and purchase Alu-Cab products quickly and easily. A streamlined approach to the discovery of products would foster greater confidence in the brand and increase user satisfaction. Alu-Cab also wanted to strengthen their connection with their community of customers by offering inspiration, insights, and resources that aligned with their adventurous spirit.
SOLUTION
Design inspiration came from Alu-Cab’s modular and customisable products. This modularity is reflected in the website’s block-based designs where elements appear to slot into each other, with pockets housing buttons, images, and interactions. The colour palette evokes outdoor experiences and imagery of topographical maps were incorporated. We layered components on top of the map, creating a sense of depth.
Buttons, cards, and sections needed to have a durable and chunky feel to evoke Alu-Cab products. We added thoughtful interactions throughout the site that encouraged curiosity in the user experience – from animating arrows on the buttons, to non-traditional hover animations.
IMPACT
We conducted usability testing based on the design prototype, gaining valuable feedback and ideas for future iterations. The videos and images showcasing the overlanding experience delighted test users immediately – they described the design as welcoming, friendly and a fresh experience. The home page was praised for being a short and value-packed landing experience and test users enjoyed the search by vehicle bar.
Test users liked the layout of the product page and the flow between the product listing and product details page. We received feedback to list products according to necessity rather than alphabetically – an easy fix we were able to implement before launch. Overall, user testing feedback indicated a significant improvement in website design and the creation of an engaging experience.
LINK TO WORK
CREDITS
Brand/Client: Alu-Cab
Product: Website
Industry: Retail
Product Link: Alu-Cab Website
Digital Company: PlusNarrative
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