CMC (California Mountain Company)

Providing life-saving equipment to rescue workers
and work-at-height professionals

  • User experience
  • Digital design
  • Graphic design
stacked

My Role

Deliverables for CMC stemmed from an in-depth analysis of their existing website and an evaluation as to how strategic marketing can help them achieve clear business goals.

My proposal for redesigning and reengineering the existing website was approved and the project is scheduled for development in the coming year.

Design goals:

  1. Information architecture: Improve navigation throughout site and dense catalog of equipment
  2. Target audience: Allow customers to easily self-select relevant products and information
  3. Clear communication: Uphold the tradition of education, acting as a learning center
  4. Commerce: Online sales are expected to increase as a result of the redesign
  5. User testing: Allow for calculated risks by incorporating metrics

The Proposed
New Website

KEY ISSUE #1

Differentiate “Rescue” & “Access” customers

Acknowledge the addition of “Rope Access” as an emerging, new target market… Wanting to expand from the “Rescue” industry into the “Rope Access” market, their business objectives were clearly laid out. This brought in a new set of gear and culture and a redesign of their website was necessary in order to achieve their goals. Hand drawn sitemap for new website describing page flow and navigation differentiating the Rescue and Access target markets.

RESCUE = search & rescue, fire fighters

CMC Home Page

RESCUE Landing Page

ACCESS = rope access, work-at-height

CMC Home Page

ACCESS Landing Page

The Proposed
New Website

KEY ISSUE #2

Highlight “Shop” & “Learn” as site’s main call to action

Call to action Low-fidelity wireframes were created using Adobe XD. My design solution calls for streamlined navigation, enabling the user to self-select between the Rescue and Access markets, both as a first step and at any point throughout the user’s journey. Bring to light the CMC school.

SHOP equipment & gear

SHOP navigation on the RESCUE Landing Page

SHOP navigation on the ACCESS Landing Page

LEARN the trade

LEARN navigation on the RESCUE Landing Page

LEARN navigation on the ACCESS Landing Page

The Proposed
New Website

KEY ISSUE #3

Improve information architecture & general navigation

Low-fidelity wireframes were created using Adobe XD. My design solution calls for streamlined navigation, enabling the user to self-select between the Rescue and Access markets, both as a first step and at any point throughout the user’s journey.

The Existing
Old Website

Poor navigation, limited interest above the fold

Besides improving navigation, another major focus was to entice users to scroll down the page by making sure the photo did not take up the entire screen above the fold.

CMC-old-site-2-gif-4-h

Let’s get started

I love great design. 
If you have a good idea and need my help, let’s talk.