Tenba
Tenba provides high quality, innovative camera bags, backpacks, messenger bags, transport cases, and tools to ensure the safety of photography, videography and computer equipment throughout all weather, travel, and wear.
Project: Tenba was looking to replace a dated website that was built on an aging CMS with a more modern site with improved navigation and a larger emphasis on quality photography.
My Role: User Experience and Design Direction. I headed up the UX and visual design portion of the project serving as the Design Director, leading our agency partners in the creation of the initial sitemap and wireframes, creating high-fidelity mockups, as well as researching competitors and collecting insights from Tenba's stakeholders.
User Experience Goals
Provide clear user journeys for three main customer types (outlined below in the Journey Map)
Reduce confusion surrounding the multiple product collections by providing clearer information and usage scenarios
Provide a pathway between product education and the shopping experience, enabling users to easily move from one to the other
Technical Goals
Reduce bounce rate
Improve time spent on page
Competitive Research
I separated Tenba’s competitors into two categories: Financial competitors and Design competitors. I wanted to make sure there was a distinction between companies that Tenba wanted to compete with tonally and aesthetically, and ones who were competing in sales by either offering a better user experience or through marketing activities.
Findings
Tenba’s aesthetic competitors were leaning heavily into adventure/wanderlust style imagery. To differentiate themselves, and lean on their “born in New York” heritage the recommendation was made to utilize an urban aesthetic. Product and lifestyle imagery was to be taken in and around NYC to showcase the brand’s toughness and versatility.
Evaluation of Current Website
I spent time having a few users go through the current site, mapping out some pain-points as well as working with the analytics team to find trends and areas where users might be dropping off or getting confused.
Tenba’s current website used a very small max-width for the main content area, which did a disservice to product imagery and overall navigation on larger monitors, leaving the impression that it was out-of-date.
Personas
I built out three personas that captured the feedback we’d collected from speaking with users at tradeshows, discussions with the brand and sales team, as well as the demographic information provided by the analytics.
High-fidelity mockups
Once the flows and wireframes were approved, I created high-fidelity mockups so the brand team could get a feeling of the aesthetics for the site.
Development
Once the high-fidelity mockups were approved, I worked with our agency partner on development by annotating the mockups and outlining interactions with the development team.
User Testing
Once development was nearing completion I ran eight user testing sessions where I brought in people with varying degrees of familiarity with the Tenba brand and observed them using the website.
Launch
Upon launch, the site was well-received by photo dealers, representatives, and customers. The revised visuals and focus on photography were pointed-out as a major improvement.
You can view the live site here: Tenba
Results
In the 8 months since launch, the site's bounce-rate has decreased by 14.77%, while the session duration has increased by 11%. Direct ecommerce sales only accounts for a small portion of Tenba’s overall sales, however, since the launch web sales have also seen an increase of 6%.