As the Experience Design Director, I was responsible for leading and evolving the digital brand at Outdoor Voices. My focus was to maintain quality and uniformity across our various touchpoints while elevating the brand through engaging experiences.

OUTDOOR VOICES
2020

ROLE
Design Direction, Product Design, Design Systems

CREDITS
Tyler Haney, Founder
Tiffany Wilkinson, Creative Director
Nicole Slevin, Photo Art Director

I. E-COMMERCE
With a limited number of physical retail locations, www.outdoorvoices.com was the main touchpoint for most OV customers. I was responsible for maintaining and elevating the OV brand while optimizing site performance through a cross-functional iterative testing process. Internally, we (lovingly) called this balance between design and data "The Dance".

II. DESIGN SYSTEM
In 2019-2020, we created and documented the first design system for the Outdoor Voices organization. Within the design team, I wanted all of our experience designers to actively contribute to this evolving design system. With this team effort, I was also an active contributor — focusing on areas envolving our typographic scales, pairings, and general usage. The following images show some of my contributions and documentation.

III. LANDING PAGES
Outdoor Voices was always looking to create authentic ways for their customers to connect with the brand and its products. In doing so, I often looked for opportunities to create a sense of exploration, play, and storytelling in our landing page experiences. These moments were created to highlight what made our products stand out and in doing so, bring the customer closer to their creation.

IV. SOCIAL COMMERCE
Our evolved design direction was extended to our social channels highlighting the new products we made, the cultrual references that inspired them, and the community who continued to support the brand and our mission.