Inform an e-commerce redesign

Orage / Distribution MTNDewds Inc. – Brand specializing in high-performance ski equipment

après-demain studio – Customer experience strategy, research, and UX support

Context

Orage, a Quebec-based brand specializing in technical ski apparel, was preparing to launch the redesign of its e-commerce site. To do so, the company first needed to define the future digital experience of its platform, prioritize key initiatives, and update its understanding of the customer journey.

Challenges

The mandate aimed to transform an ambitious business vision into a concrete, customer-centered digital strategy, addressing key questions such as: How can the user experience be optimized to increase conversion? What narrative approach should be adopted to attract new audiences outside Quebec? And how can a new product line be integrated and showcased within the existing offering?

Our approach

CX & UX Strategy

• UX audit of the website to evaluate the overall user experience.

• Workshop to define key CX and UX hypotheses and prioritize research topics.

• Qualitative study with current customers, former customers, and non-customers.

• Analysis and mapping of customer journeys (discovery, purchase, usage, loyalty) to identify the moments that matter most.

• Prioritization workshop to rank recommendations based on their value and feasibility.

Results

We delivered:

• A detailed CX/UX research report including archetypes, journeys, and key moments.

• A prioritization matrix of recommendations based on impact and feasibility.

• A UX roadmap to guide the platform redesign (homepage, product pages, navigation, filters), supported by best practice examples.

• A tactical brief to steer ideation and implementation.

These deliverables enabled Orage to identify its most urgent needs and make more informed strategic decisions for its e-commerce platform redesign (site models, widgets, UX structure) and for the omnichannel distribution of its products (Orage store, specialty retailers, online sales).

Conclusion

For any organization, redesigning a digital platform raises hundreds of complex, high-impact strategic questions. But with a clear understanding of customer needs and their journey, decision-making and action prioritization become significantly easier.