Revolutionizing the Online Ammunition Experience: The True Velocity Website Redesign
True Velocity is transforming the ammunition industry with its groundbreaking polymer-cased cartridges. Designed for superior performance, reliability, and reduced weight, True Velocity’s products offer unmatched precision and durability. By redefining traditional ammunition design, the company delivers safer, more efficient, and technologically advanced solutions to military, law enforcement, and civilian shooters alike.
The Challenge
While True Velocity was gaining traction through major retailers like Bass Pro Shops and Cabela's, they needed a more comprehensive strategy to engage customers and educate them about their innovative products. Their goals included expanding awareness of their cutting-edge polymer-cased ammunition and launching a convenient ammo subscription service, ensuring customers would always have their preferred rounds. Additionally, they wanted a platform to showcase their specialized manufacturing capabilities and government contracts, highlighting their versatility and commitment to advanced solutions across multiple sectors. The challenge was to create a cohesive digital experience that integrated all these elements, increased engagement, and drove sales.
Solution
Collaborating closely with product managers and developers at True Velocity, I led efforts to create a seamless omnichannel experience that unified in-store shopping at Cabela’s with the True Velocity website. My role involved conducting user research, facilitating ideation workshops, developing workflows and wireframes, and leading visual design and prototyping. The goal was to enhance customer engagement while simplifying the education and purchasing process.
Process
User Research
Our first priority was to gain a deep understanding of both internal and external stakeholders. To achieve this, we conducted interviews with five internal stakeholders and five customers, gathering key insights that would shape our strategy.
From the internal stakeholders' perspective, three primary objectives emerged:
- Increasing sales and subscriptions
- Expanding brand awareness
- Educating customers about the advantages of polymer-cased ammunition
On the customer side, our focus was on understanding their purchasing behavior and decision-making process. The key challenges were:
- Encouraging customers to transition from traditional brass ammunition to polymer
- Building long-term loyalty and trust in True Velocity’s products
By analyzing these insights, we were able to refine our approach, ensuring that our digital experience not only supported the company’s business goals but also addressed the concerns and motivations of its customers.
Wireframing
Using these insights, we moved into the wireframing phase. One of our main challenges was educating customers about polymer ammunition, a novel concept for many. I focused on creating a user-friendly interface that effectively communicated the advantages of polymer ammunition, positioning it as a superior alternative to traditional brass.
In addition to educating users, we streamlined the purchasing experience, offering flexible options such as one-time purchases and subscriptions. We also ensured customers could effortlessly manage their accounts, update preferences, and track orders for a smooth, seamless experience.
After the initial wireframes were shown to stakeholders and team members we were then able to add notes and make adjustments to each design.
User Interface (UI) Design
To develop the UI, I drew on the company’s branding guidelines, product packaging, and media assets like videos to create a cohesive, engaging visual design. The result was a user interface that not only aligned with True Velocity’s brand but also enhanced the customer experience through clarity, functionality, and aesthetic appeal.
Design System
To ensure consistency and scalability across the digital platform, I developed a comprehensive design system tailored to True Velocity's brand identity and functional needs. This system included standardized components, typography, color schemes, and interaction patterns that aligned with True Velocity's brand essence and marketing assets. The design system served as a single source of truth for all design-related decisions, allowing for rapid prototyping and efficient collaboration across teams. It also ensured a consistent user experience across various touchpoints, enhancing brand recognition and streamlining future design and development efforts.
The Results
By grounding our strategy in user research and aligning the digital experience with customer needs, we successfully:
- Increased sales and subscriptions – a 22% increase in online purchases within the first three months post-launch
- Enhanced brand awareness – a 40% boost in organic website traffic due to improved content structure and educational materials
- Improved customer engagement and loyalty, leading to a 20% rise in repeat purchases
Beyond immediate revenue growth, the design system we implemented streamlined future updates, reducing development time for new features by 30% and ensuring a cohesive brand presence across all digital touchpoints. With these improvements, the True Velocity website not only drove measurable business success but also solidified its reputation as a leader in polymer-cased ammunition.
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