Knife Buying Made Easy
I was one of two UX Designers for this project, conducting research and creating low-fidelity wireframes for the new CRKT website that resulted in an increase in online sales.
TOOLS
Miro, Figma, GA4, Jira, Zeplin
PROCESS
Research, Wireframing, User Interviews
The
Outcome
+15%
Online Sales
01
Introduction
Who is CRKT?
CRKT is an online retailer specializing in high-quality knives, tools, and outdoor gear designed for everyday carry and professional use. When we met, the team expressed their goal to create a new brand and website that better serves customers of all backgrounds and experience levels in their search for quality knives.
02
The Problem
The Current Experience
CRKT’s primary goal for this project was to improve site engagement, online sales, and overall site experience. I gathered all performance metrics and conducted an initial design audit to understand the site's specific pain points, identify critical issues within the current CRKT.com site, and identify areas for enhancement.
Here were the three main areas that needed improvement:
High Bounce Rate: Many customers were leaving the site after visiting the homepage, indicating a lack of clear direction, engaging content, and intuitive pathways to explore products further.
Outdated Product Pages: Product pages lack detailed descriptions, high-quality imagery, and user reviews, which reduces customer confidence and leads to lower conversions.
Lack of Inclusivity: The site failed to cater to new target audiences, particularly women and younger generations, with outdated messaging, visuals, and product narratives that did not feel inclusive or welcoming.
03
Research & Discovery
Identifying New Personas
To better understand the broader audience CRKT.com aimed to target, we analyzed existing research from user interviews and online forums. We discovered that as consumers become more knowledgeable about knives, their definition of quality shifts. This insight allowed us to create a clear vision and strategic plan for delivering a digital experience that caters to users at all expertise levels, ensuring our design effectively engaged and supported their evolving needs.
04
Competitive & Comparative Analysis
During this time, I also conducted a competitive/comparative analysis to understand the competition and best practices for B2C companies. This analysis also highlighted opportunities for innovation and areas to avoid, ensuring our redesign met and exceeded user needs. Here are some of the takeaways I shared with the CRKT team:
Regarding traffic and engagement metrics, CRKT had the highest time on-site and the highest bounce rate. On the other hand, competitors had lower bounce rates and still decent time on site. This made me think that users were spending tons of time looking for something but not finding it.
The second finding was that the narrative and content of most of the pages were only speaking to highly technical users, such as knife collectors.
Lastly, I wanted to encourage curiosity—this came from my analysis of some comparative sites like Lululemon and Nike. The idea was to promote engaging tools such as Product Finders or Ambassador Programs that encourage users to engage with the product and the brand as a whole.
05
Mapping User Purchase Flows
Once all initial research about our users and potential features could be implemented, I created a user flow for each of the four personas.
By mapping the user journey through the pre-purchase, purchase, and post-purchase phases, I gained valuable insights into streamlining the purchasing flow while engaging all user types.
Our team proposed a flow focused on two main features:
Guided Product Selection: Simplify decision-making for users, allowing them to filter knives by use, type, and family.
Implementing a Knife Finder Quiz: This would simplify the decision-making process for users who may feel overwhelmed by the variety of options available.
06
Strategic Solutions - Knife Finder Feature
Wireframes & Feature Iterations
As one of two UX designers, I worked alongside my team members to wireframe all pages and templates, providing more guidance on functionality for internal and external team members. During this process, we created over 30+ wireframes and components covering the entire CRKT site. One of the main features I focused on was the Knife Finder Quiz, designed to help users easily discover the right knife based on their specific needs and preferences, improving both user engagement and product discoverability.
Simplified Questions
Many users struggled to determine which knife best suited their needs. The goal was to simplify the selection process so I structured the quiz using only four main categories that were familiar with all persona types.
Edge Case: Informational Popup
By proactively addressing knowledge gaps, informational popups enhance the user experience and foster confidence in their decision-making process, leading to higher engagement and improved conversions.
Recommended Results
Upon completion, users received tailored product recommendations based on their inputs. Each result included a brief product description, a standout feature, and a direct “Shop Now” call-to-action to streamline the purchasing journey.
07
Design & Development
From Wireframes to Finalized Designs
Following the approval of the final wireframes by the CRKT Team and other stakeholders, I collaborated with our Design Team to transition the wireframes into high-fidelity designs—our joint effort aimed to infuse the finished designs with a new, bright, modern look. However, due to budget constraints with a separate development agency, the knife finder quiz was saved for a later launch date, pending available resources for its implementation.
08
Final Designs & Takeaways
Working as a UX designer on the CRKT.com website redesign was a profoundly enriching experience that provided valuable lessons and insights. Here are some key takeaways from the Project:
It would have been beneficial to test a prototype with users of different maturity levels before sending it to the design or development team to ensure that the final product effectively met the needs of all user groups.
If not for time constraints, I would have conducted more extensive research on filtering options by blade material, blade steel, colors, and other features, which could have made the product selection process more intuitive for users.
Since a different web agency handled the development, we missed the opportunity to check for bugs and accessibility issues before the site went live and implement critical features like the Product Finder Quiz.
Overall, this project reinforced the importance of thorough research, user testing, and cross-functional collaboration in creating a successful UX design. These experiences will undoubtedly inform my approach to future projects, ensuring a more comprehensive and user-centered design process.
Check Out the New CRKT Site at CKRT.com
