Kühl is a premium technical outdoor clothing brand with a focus on fabrics and an active fit.
The Design Challenge:
• Redesign their B-C eCommerce website to be responsive, expand their online presence and brand, add to the size of the site with larger images and technical call-outs that feature their proprietary technical fabrics and details.
• Build and refine the UX for the checkout and purchasing, inspiring online buyer confidence and increasing online purchasing.

Role:
• Creative direction: Led the updated layout and direction, created responsive templates, style guides, testing, and refining processes to build and scale a catalog of images for the new format.
• Managed the output of the remote web team (photography, illustration, and development with daily scrums).
Home Page - Banner Campaign based on Active Lifestyle Photos in-motion:
Banners are built with responsive scaling for desktop, tablet, and mobile, and easy updates to photos and text for seasonal updates.

Product Feature Page - Spyfire Collection:
Product Detail Page: 
Men's and Women's Featured Jacket page with call-outs and variants. 

Template design scalable for other product features.
First view / Primary User Experience:
• eCommerce Buy Now, and Large Image Views scale responsively to keep the buy now, size, and color variants in the first view.
• Visual Search Navigational Header
Secondary View:
• A responsive, long, scrolling page by design.
• Technical fabrics and features are showcased as hero shots and callouts. 
• Illustrative Technical Callouts "animate open" as page scrolls.

Infographics 3 part programmatic animation: (85 created for featured products)
Web and Mobile Scrolling Animation and Call Outs:  As the user scrolls, the image animates apart to call out technical detail
(shrinking to responsive mobile)