Accelerating online sales and customer engagement.

Image alt tag
faster load time
higher average cart order values
increase in mobile orders
increase in custom orders

Project Overview

CamelBak, the worldwide leader in hydration, continuously reinvents the way people hydrate and perform. When it came time to reimagine how their brand engages with their customers, CamelBak needed to identify points of friction during the buyer journey and provide consumers with more personalized, focused, and targeted content.

My Role

User Research
Information Architecture
Interactive Prototype
UX/UI Design Lead
Component Library
Design System

Tools & Technologies

Adobe CC
Design Thinking
User Testing
Sitecore Experience Platform


Launched summer 2018
Five month project

The Challenge

CamelBak already had a strong social presence and a history of successful integrated marketing efforts. However, there was still a lot of friction in their eCommerce experience. CamelBak partnered with Hedgehog to create a brand experience their loyal customers desired. Their vision was to be the trusted, ever-present voice in the re-usable water bottle industry, providing a digital shopping experience that unites customer segments with a simple and modernized experience.


Mobile screens to compare before and after.

The Solution

My team actively participated in several user and field testing scenarios and quickly identified key points of friction in the buyers' journey. Our findings led to the implementation of new shopping features, such as a product color picker, an exit intent pop-up offer, and a fully re-designed and re-architected mega menu to speed up product discovery. 


Early iteration of proposed mega menu.

The Outcome

CamelBak's digital experience now guides consumers through the eCommerce funnel with less friction and more engagement. We equip the organization with a fully-integrated commerce platform that enables a streamlined shopping experience that customers need and expect. CamelBak reported higher conversion rates, higher average cart order values, and decreased cart abandonment because of their updated mobile-first digital experience.


Iteration of Homepage and Filter Page.

Project Process

Within five months we launched CamelBak's improved digital commerce experience.