visual ◦ ux/ui ◦ BRANd

Airstream

Airstream is an American brand of travel trailers with an 80-year history. The Airstream team wanted to upgrade their eCommerce experience to reflect their long-standing love for adventure. In this redesign, they hope to attract new users and satisfy the existing ones.

At the beginning of the project, I was the Lead Visual Designer supporting the UX Designer, Rain Lieberman. As the project continued, I took on all design roles.

Background

my roles

Lead Visual Designer ◦ UX Designer

team

Lat Long ◦ Rain Lieberman

deliverables

Styleguide ◦ UI Toolkit ◦ User flows ◦ User experience ◦ User interface ◦ Design QA

Strategy & approach

Airstream has vast and loyal consumers, and its eCommerce site didn’t reflect its brand. The strategy was:

“To create an editorial site and an e-commerce platform, we want to encourage our users to purchase items or share content.”

I worked with a Developer and Product Manager from Lat Long to create a WordPress and WooCommerce responsive site design. My role was to adapt the Airstream digital brand guidelines to create a component-based design solution. I led the visual design by creating a style guide and mood board for the Airstream team to approve. See a portion of these design deliverables below.

Design Execution

Leading the visual design effort, I utilized the moodboard and inspiration to create one concept that fused the Airstream brand and travel lifestyle aesthetic. I designed a clean site with positive space, simple UI elements, and a clear typographic hierarchy. It was fun incorporating travel photography that showcases the product and immerses the user in the adventure. Working with Airstream, I iterated designs based on user and stakeholder input. Then, I led the design QA effort, ensuring optimal user experience and quality.

Email Campaign

I also led the effort in creating templated email designs for the Airstream marketing team.

The outcome

The Airstream eCommerce site gained over 4 million page views and generated 1 million in sales. All teams were very proud of the outcome and continued to make improvements over the years.