MSR | WindBurner Stove System Microsite

Background
MSR is the leader in outdoor equipment innovation. MSR is dedicated to engineering high-quality stoves, tents, water filters, snowshoes and more for camping, hiking and mountaineering. While specializing in lightweight and technical equipment, MSR’s gear is designed for a wide range of outdoor enthusiasts from novice to expert mountaineers.

Challenge
Understanding MRS’s products, how they work together, and which product is appropriate for a specific activity and skill level was identified as a pain point for our users. Customers were unable to compare similar products in order to make an educated decision about which product would be best for their skill level and specific activity. The product pages also did not allow for visualization of which products could be added to a system if the group size increased or decreased.

Goal
Develop a product microsite for the WindBurner Stove System where users could easily understand the full functionality of the product suite, when to use it, where to use it, what makes it unique to our competitors and which system is best for the activity level and group size.

Process

As the lead designer on this project I started with research and fully understanding the product. I met with the in house stove engineers, our marketing director, staff writers and MSR’s lead designer to fully understand:

  • WindBurner Stove System technology 

  • How our technology differs from our competitors

  • What we offer specific to group size / activity

  • What assets are available to tell the story (product and lifestyle images, videos, quotes or pro athlete reviews)

  • Existing competitive research

Wireframes

After identifying four categories to focus on we homed in on what the layout should look like with iterative wireframes.

  • System Versatility

  • Windproof Technology

  • Ultimate Packability

  • FAQ

  • Shop

Solution

The WindBurner Stove System microsite went live in 2018. Features included a background video, an image slider to highlight systems for solo or group, and hover states to bring attention to product features and packability. I worked closely with the stove engineers, the staff writer and our developer to bring our message to life and tell the full story of the WindBurner stove system.

Windproof Technology

Ultimate Packability

 

Timeframe: 4 months

WindBurner Microsite Role:
Lead UX Designer
Research
Prototyping
Collaboration with Development & Key Stakeholders
Site Testing with Developers for Launch

My Role at MSR:
Redesign of marketing email templates
Ad campaigns
Designer for social media marketing campaigns
In-house brand liaison for contractors
Photography director for products
Packaging designer
Illustrator for packaging instructions

Tools: InDesign, Illustrator, Photoshop, Premier Pro

Deliverables at MSR:
Mobile friendly microsites incorporating video and interaction design
Pixel perfect feedback for contract developers
Research and design for new email templates
Print and web ad campaigns
Product photography styling for product pages
Print ready packaging design