KEH Camera

BRINGING A REFINED SHOPPING FLOW INTO FOCUS FOR A LEADING ONLINE RETAILER.

Role
Product Design Lead

What I Did
User Experience Design
Visual Design

KEH is the original reseller of professional, collectible, and everyday gear for camera lovers everywhere. They are camera people, and have become the largest curated market for used photo and video equipment in the industry.

On the heels of their rebrand by Goods & Services, KEH wanted to improve their e-commerce shopping experience. Since a full site refresh was a few steps away, I focused on the hardest working pages that account for nearly 90% of the site: the Product List and Product Detail pages.

After auditing the current experience across surfaces, and analyzing customer and user research, I formed an approach to carry the work forward.

By applying systems thinking, a brand lens, and a responsive design approach, I was able to improve much of the core site experience while minimizing disruption to other sections. I framed out a core design system to easily scale for the needs of the future full site redesign.

SITE AUDIT

With a central focus on the shopping flow, I conducted an audit of the existing site, reviewed research performed by the client, and formulated recommendations for the design approach.

DESIGN APPROACH

Focus on now, but consider the big picture.

Think beyond two isolated pages within the shopping flow to improve the product buying experience. By establishing a grid, type scale, and creating better hiearchy on global elements such as the site navigation, the overall user experience will improve.

Create a brand-forward shopping experience.

Lean into KEH's expertise and reputation, such as their trusted grading system, no-hassle purchasing and return, and updated brand elements to engage both loyal and new customers.

Product is the hero.

Lessen the prominence of elements not directly related to the product. Provide a structure and increase whitespace in order to celebrate the products being displayed. Account for screens large and small, and create a responsive layout that plays to the strengths of each surface.

Don't overwhelm the user.

Be considerate of the number of tools, such as filters, compare, and other tools displayed by default. Users vary from hobbyists to professionals, and desire varying levels of assistance.

DESIGN SYSTEM

I framed out a design system to lay the foundation for a responsive site, including a responsive grid, type scale, and a color system formed from the new brand.

SITE NAVIGATION

Although the global naviation wasn't part of the original scope, I seized the opportunity to make it work harder for KEH. While maintaining all current elements within the navigation, I adjusted text sizing, weights, and spacing to create a scanable and scalable global navigation bar.

PRODUCT LIST PAGE

For the PLP, I focused on three key aspects: 1) structural elements which frame and organize the products, 2) on-screen tools and actions, and 3) the visual rhythm of products, brand content, and cross-sell options.

PRODUCT DETAIL PAGE

The PDP is structured to display a large product image, while providing enough real estate to list multiple SKUs and the Add to Cart button within a single view (desktop and tablet). Carefully crafted interactions guide the user through the selection process. Product features, cross-sell options, and the ability to get a quote on trade-in round out the page.

ABOUT

Blending strategic leadership with hands-on design expertise, I transform bold ideas into highly-crafted products that drive impact.

Learn More

WORK

FAANG—ConfidentialProduct Design

PollsitionDigital Product Design

KEH CameraBringing a refined shopping experience into focus

FAANG—ConfidentialDesign Leadership

IGNProduct Design, Design Leadership

American AirlinesDesign Leadership

jameswitcherdesign@gmail.com
LinkedIn
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