The Challenge

Volcom needed a high-impact, conversion-driven digital campaign to promote its latest outerwear collection. The goal was to create immersive and engaging experiences across the site that not only showcased technical product features but also simplified the shopping journey for users.

The key constraints:

• Extremely short timeline
• No support from developers
• Layouts had to be scalable and easy for the merchandising team to update and manage across multiple products

This project demanded a strategic blend of creative storytelling, UX optimization, and CMS-based scalability—all executed efficiently without sacrificing design quality or functionality.

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.

Thermal Defense System Landing Page

The Thermal Defense landing page was designed to break down the layering system and its uses in a clear, digestible way, helping users easily understand its functionality and benefits.

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

Final Design

The final design was the result of meticulous planning, close collaboration with the snow and marketing teams, and maximizing the capabilities of the Shopify CMS. To achieve the desired outcome, I implemented custom HTML, CSS, and JavaScript where needed.

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. 

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 (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.

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

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