Photography Credits: Elliot Layda
By early 2019 the Giro homepage had become severely dated from both a user interface and user experience perspective. Not only did the page not meet current brand objectives, but it had been designed at a fixed width and performed very poorly on mobile devices as well as large desktop screens. I set out to create a modern digital front door for the brand with a fully responsive page that would tell the Giro brand story at the same time it provided a frictionless gateway to the Giro e-commerce experience. The project started as a clean slate with a series of team brainstorms in front of a whiteboard to define clear goals, establish an achievable schedule with clear milestones, and decide a lauch date for the project.
Once the Giro team was aligned, I lead a team through a design process to create a page based on empathy and understanding of all users. The end result was a responsive grid based design that can seamlessly integrate with a content management system so the inhouse digital team can stay nimble and instantly update without a developer. The navigation was redesigned to expose users who know the brand for helmets to all of the other product categories Giro now supports. Video content was integrated in key areas to capture visitors attention and create an emotional connection to the brand. Since the launch of the new page in March it has been universally well received.