Improving product discovery and decision-making while preserving brand trust.

👥 Team

Product Designer (Me)

Product Manager

3 Software Engineers

Product Info Manager

Digital Merch Manager

External Design Agency

🛠 Tools used

Figma

Hotjar

Google Analytics 4 (GA4)

Lovable (AI)

📌 Overview

MEC is one of Canada’s most trusted outdoor retailers, known for high quality gear and strong community-driven values.

Despite strong brand equity, MEC’s digital experience had not evolved with modern eCommerce expectations. The website struggled with outdated UI patterns, inefficient navigation, and limited product discovery, resulting in flat traffic growth and friction across the shopping journey.

🚨 Problem

MEC’s eCommerce experience was not meeting evolving user expectations:

• Navigation was cluttered and unintuitive
• UI patterns felt outdated (mid-2010s design system)
• Product discovery and filtering were inefficient
• Product detail pages lacked clarity for decision making

📉 Business Impact:

• Flat YoY traffic growth (~0–2%)
• High drop-off across funnel (PLP → PDP → Cart)
  • ~60% drop-off PLP → PDP
  • ~70% drop-off PDP → Cart
• Lower mobile conversion despite majority traffic

🎯 Goals

Business Goals

• Improve conversion across the shopping funnel
• Increase product discoverability and engagement
• Support traffic growth through improved UX and content
• Enable better campaign performance within browsing

User Goals

• Quickly find relevant gear based on activity or need
• Confidently choose the right product
• Easily compare different options
• Understand in-store availability while browsing
• Access expert guidance without leaving the shopping flow