GoPro.com
GoPro produces versatile cameras that allow people to capture and share their meaningful experiences. Whether handheld or mounted to drones, helmets, or other gear, GoPro hardware makes it easy to take photos and videos indoors and outdoors, in motion or at rest, and even underwater.
Problems
With the increase in online shopping, GoPro needed to keep up with the direct-to-consumer market. However, GoPro.com had an inconsistent user interface, including different CTAs, font styles, and color palettes, making it hard for users to quickly distinguish actionable items. Overall, the site was not user-friendly, did not meet accessibility standards, and was outdated compared to other technology sites.
GoPro needed a platform to introduce new products, including the GoPro subscription program and Quik App.
Initially designed for action sports athletes, GoPro cameras began to appeal to a broader audience over time. However, GoPro needed a brand that better reflected these customers and could keep up and stand out against competitors.
Solution
The GoPro design team and I expanded the existing GoPro digital identity, launched a new website, and created a unique art direction for the latest camera launch. To expand beyond its niche of action sports athletes, we launched the new H10 campaign targeting the mainstream market, positioning GoPro as a camera for everyday use.
Agency | GoPro
Deliverables | Senior Digital Designer, Design System, Experience Design, Campaign, Email & Social Design
GoPro Old Site Insights
Our team gathered consumer insights and UX research:
Users spend about a week researching, using sources like Amazon, YouTube, and tech review websites.
Users are not engaged with the current site; they skip most content and go straight to reviews.
There is low understanding of camera features. Non-GoPro owners struggle with features due to lack of photography experience, while GoPro owners want to know how new features compare to their current model.
Using these insights and a competitive analysis of premium tech products like Google Pixel and Apple Watch, we started designing the new site.
