As the creative director for Netgear, I was tasked with designing and managing a team with the purpose of creating Netgear’s first online store. With millions of users worldwide, this would be Netgear’s first direct to consumer experience.
Creating a consistent experience across multiple platforms was a key goal while designing the site experience. I wanted the storefront to be unique to Netgear, while having a familiar UX design for consumers. Ease of use was paramount, and we truly took the term “mobile first” as our mantra.
Motion design adds a rich addition to a site experience. While keeping accessibility in mind, our goal was to seamlessly integrate animations that enhance the overall site itself while not being too overt. Going overboard is very easy to do, so we created a number of motion tests before development to visualize our designs in motion.
We wanted to create a unique yet familiar user experience for Netgear. Extensive research and user testing was conducted which allowed us to iterate during the wireframe phase. The end result is a site that utilizes the latest trends and best practices to create an easy to use and robust experience for the shopper.
One of the most challenging aspect of our task was to create a site that is coherent across multiple sub-brands within the Netgear umbrella. We created an exhaustive styleguide to not only aid ourselves as we built out the site itself, but to also deliver to the client to use themselves in the future.
With the help of their direct-to-consumer site, Netgear grew their number of registered users by 2.1 million as well as app users by 800,000. The growth of these users serves as the foundation for growing their paid subscriber base, which has increased to 177,000 by the end of the fourth quarter 2019.