Challenge

GORE's unique selling point lies in its cutting-edge science. However, explaining the technical details of their products can sometimes confuse users about how they can actually use them in real life. While GORE-TEX gear is perfect for keeping you dry during intense sports, the new GORE-TEX INFINIUM™ range is more geared towards everyday activities with its water-resistant features. Our challenge was to effectively communicate the strengths of these products in a user-friendly manner, and guide customers through the online store to make informed choices based on their needs and preferences.

Role

As the Lead UX designer, my role was to plan and execute a UX strategy, redefine the overall architecture of the site, map out all the user flows, benchmark against competitors, prototype and test with users the new experience, and collaborate with strategists, brand team and designers to implement the new vision across different platforms.

Solution

The AKQA team came up with the campaign "Tested for Life", delivering the whole strategy, messaging and assets for multiple channels including the website I worked on. The outcome was a seamlessly integrated experience, from the first time you saw an ad on social media, to the purchasing funnel experience on the website. The campaign and website raise awareness and transform the perception of GORE-TEX by drawing them deeper into "Tested for Life" experiences, collaborations, influencer stories and feature GORE-TEX and GORE-TEX INFINIUM™ products. The revamped GORE website effectively translated its unique innovations into user-friendly products tailored for everyday people and athletes alike. Stealing a quote from the campaign: "When life tests you to the limit, you need to know the jacket on your back, has your back."