Volcom Outerwear Campaign
Strategized and led the UX and web presence for Volcom’s 2024-2025 Snow Outerwear Campaign.
ROLES
Lead UI/UX Designer, Digital Art Director
TOOLS
Figma, Adobe Creative Suite (Photoshop, Illustrator), Shopify CMS
DELIVERABLES
Landing Pages, Manageable Templates
The Challenge
Volcom needed a high-impact, conversion-driven digital campaign to promote its latest outerwear collection, featuring the 3-layer Thermal Defense System, high-end Gore-Tex products, and expanded product information across product detail and landing pages. The goal was to create immersive site experiences that highlighted technical features while simplifying the shopping journey.
Key constraints:
- Extremely short timeline
- Outdated CMS technology (manual coding required for dynamic functionality)
- No support from developers
- Layouts had to be scalable and easy for the merchandising team to update across multiple products
This project demanded a strategic balance of creative storytelling, UX optimization, and scalable CMS solutions—all executed efficiently without compromising design quality or functionality.
Discovery & Research
Business Goals
Develop a scalable digital experience that:
✔ Showcases Volcom’s product innovations
✔ Simplifies product discovery for snowboarders
✔ Boosts user confidence in selecting the right gear
User Needs
Develop a scalable digital experience that:
✔ Quick Understanding of Product Benefits
✔ Confidence in Product Fit & Functionality
✔ Inspiration and brand connection
Core Audience
Hardcore snowboarders (ages 18-50) require high-performance outerwear that withstands extreme conditions, provides unrestricted mobility, and integrates seamlessly with their gear. They need gear that balances durability, breathability, and function while maintaining style.
Competitive Research
❌ Lack of informative product details across brands makes it hard for users to understand performance features like waterproofing, insulation, and breathability.
❌ Inconsistent feature callouts per product lead to confusion and reduce trust.
❌ Unclear fit guidance creates uncertainty and increases the likelihood of returns.
Design Solutions
Thermal Defense System Landing Page
The Thermal Defense landing page was designed to clearly break down Volcom’s 3-layer layering system, making it easy for users to understand its functionality and benefits.
With limited CMS tools and a tight timeline, I designed a scalable global experience that went beyond an MVP. By blending efficiency with creativity, I delivered an engaging site that balanced storytelling with conversion goals.
Ideation/Wireframe
I began with loose, freehand sketches to explore ideas quickly, then transitioned to a low-fidelity wireframe in FigJam to solidify the structure and layout.
Hand sketch | FigJam Wireframe
Gore-Tex Landing Page
GORE-TEX is a crucial element in Volcom’s outerwear, providing advanced weather protection and durability. Effectively communicating its key features and benefits was essential to boosting consumer confidence and driving engagement.
Product Landing Page
Mike Ravelson Product Landing Page (PLP)
Developed a reusable product landing page template designed for scalability, allowing it to be efficiently adapted for various collections.
Product Detail Page
Product Detail Page (PDP)
Developed a scalable, reusable Product Detail Page (PDP) template that seamlessly integrates product fit and comparison sections, allowing users to easily differentiate key attributes such as fit, waterproofing, and insulation.
Leveraging Shopify’s Metaobjects and Metafields, I dynamically structured product-specific content, ensuring efficient and accurate content management for merchandisers while enhancing the user shopping experience.
Content Management
Within the Shopify CMS, I created Metaobject definitions and entries, enabling reusable content across multiple themes without the need for individual updates.
Estimated
25
%
faster campaign execution based on internal workflow comparisons.
Impact & Results
Over the course of the Volcom Outerwear digital campaign, the combination of targeted campaign pages, scalable templates, and streamlined content workflows delivered measurable business gains:
- Boosted Engagement: Outerwear collection page views increased significantly post-launch, indicating stronger user interest across campaigns.
- Efficiency Gains: The introduction of reusable PLP and PDP templates—leveraging Shopify Metaobjects/Metafields—streamlined content creation and updates, saving time across theme variants.
- Improved User Experience: UX enhancements like clear technical storytelling, dynamic content, and intuitive layouts reduced cognitive friction and made complex product information more accessible.
- Scalable Toolkit: The foundation built through Atomic Design and CMS logic ensured Volcom’s merchandising team could independently launch future campaigns with consistency, speed, and ease.
This project reinforced the importance of blending technical product education with UX simplicity. By optimizing product discovery, integrating dynamic content management, and enhancing technical storytelling, we created a scalable, engaging, and consumer-friendly digital experience for Volcom outerwear
