BLACK DIAMOND EQUIPMENT
Pro App Strategy + Design
Black Diamond Equipment, founded in 1989 in Salt Lake City, Utah, is a leading outdoor gear brand known for innovative, high-performance climbing, skiing, and mountain sports products that emphasize safety, durability, and sustainability.
Overview
In conjunction with a site redesign, Black Diamond aimed to enhance its Pro Application process, used by industry professionals to access discounted products. They sought to create a more immersive experience, moving away from the conventional form layout. Additionally, they wanted to improve backend user management and elevate the overall aesthetics of that part of the site.
ROLES
Design Exploration
Accessibility
User Journey Mapping
Responsive Design
High-Fidelity Design
Dev Handoff
AGENCY
ZaneRay
TIMELINE
2021
Challenge
The design lacked a streamlined user experience and aesthetic that reflected the brand quality
The pro application process presented navigation challenges for users due to its numerous options, including multiple industry types, various discounts, and a pro-code feature. Additionally, backend management for pro team leaders was complicated, and the existing simple form layout did not provide the desired functionality or aesthetics the company aimed to achieve.
OPPORTUNITY
How can we streamline the pro application process for outdoor industry professionals, improve backend management, and create a more immersive experience?
Goal
Improve the overall user experience and backend management
Our primary goals were to streamline the user experience and enhance backend management for pros. Black Diamond also aimed to transform the standard form-based process into a unique, immersive journey for new pros, elevating it beyond a basic application page.
Analyze the user flow to assess content structure and optimal UX
The current user flows were complex, with different pathways for pro team coordinators, team members, individuals with pro codes, and existing members renewing their status. We carefully broke down these flows before wireframing to ensure every step was accurately captured.
Supporting account page design
In addition to the pro application process, we were tasked with creating pro account pages. The client emphasized maintaining their branding and ensuring an immersive user experience on these pages. To reflect their commitment to quality, we retained a hero image showcasing their high-end photography. To optimize conversions, we implemented a pro referral promotion and designed distinct Pro Status badges with unique visuals to reinforce users' pro status.
We also developed a team pro account management page that allows managers to add or remove team members as needed, streamlining the team management process.
Success
We improved the user experience by creating an efficient flow for various pro application pathways, transforming the process into a step-by-step journey that offers a more immersive experience for new applicants. Additionally, we enhanced team management through upgraded backend functionality. The client praised the redesign for being more user-friendly and visually appealing, appreciating the improved aesthetics and streamlined process, which significantly boosted overall satisfaction.