Striker
Client
Striker
Role
UX/UI Designer
Scope
UX/UI
Wireframing & Prototyping
Research
Brand Elements
Timeline
November 2024 - February 2025
A redesign from the wheels up
Striker is an offroad vehicle accessory seller and dealer with a loyal, passionate customer base, but its digital storefront wasn't keeping up. The existing site struggled on mobile, offered little guidance for newer buyers, and gave no way to preview customizations before purchase. These were critical gaps for a business built on high-consideration, often highly specific purchases. The opportunity was to rebuild the storefront from the ground up: a shopping experience as capable and considered as the vehicles and accessories it sold.
Impact
The Striker redesign brought the storefront into one cohesive experience built around how customers actually shopped. A mobile-first approach closed the platform's biggest usability gap, while an education-first product experience and a new customization preview gave buyers the confidence to purchase high-consideration items online. The result: a storefront that finally matched the capability of what it sold.
Research
Before putting pen to paper, we needed to understand how Striker users actually engaged with the platform: what worked, what didn't, and where the biggest opportunities were. We gathered about 30 instances of user feedback through interviews and online surveys, then coded the responses into 3 recurring themes, as follows: connectivity/reliability concerns, decision paralysis while shopping, and demand for customization before purchase. Those themes clustered around three distinct usage patterns, which became the personas.
Mark
Mark is an avid deer hunter, spending weeks each fall off-grid in northern Michigan, using his ATV to haul supplies and trophies to his cabin. Cell service in these areas is minimal, so when he does have a window of connection, the site needs to be fast and easy to use on his phone, and not a scaled-down desktop layout that's hard to navigate under pressure. Mark represents the case for a genuinely mobile-first experience: simple navigation, quick access to parts and info, and a layout built for a phone screen from the start, not adapted to one.
Kathy
Kathy is relatively new to offroad vehicles and is shopping not just for herself, but for her family. Without a working knowledge of vehicle types or accessories, she found the existing storefront intimidating and it assumed a level of expertise she didn't have, with no way to get oriented before diving into the catalog. Kathy represents the case for building education directly into the shopping experience: product highlights that break down different ATV types and major accessories, and an Explore section with buying guides that help a first-time buyer build confidence before making a high-consideration purchase.
Kevin
Kevin has built a career in offroading, leading recreational tours through the desert dunes of Colorado. His vehicles are essential to running that business, so he frequently orders custom builds. But in the past, orders hadn't turned out the way he expected, because there was no way to see how an accessory would actually look on the vehicle before buying it. For someone relying on these vehicles professionally, that kind of mismatch is both an inconvenience and a cost he can't afford to repeat. Kevin represents the case for a customization preview feature, giving buyers a visual of their configuration before they commit to purchase.
Three problems emerged as the clearest priorities:
Mobile performance: with over 72% of Striker's users shopping on their phones, an unoptimized, desktop-first layout was actively costing the business. This represented a critical gap for users like Mark, who needed a fast, functional experience with limited windows of connectivity.
A lack of guidance for newer buyers: the storefront assumed a baseline of product knowledge that novice shoppers didn't have, with nowhere to build that confidence before purchasing.
No way to preview customizations before buying. This represented a critical gap for repeat, professional buyers like Kevin, who had been burned by past orders that didn't match expectations.
IA & Wireframing
We began mapping out a new information architecture that could guide Mark's need for a better mobile experience, Kathy's need for guidance, and Kevin's need for a clear path into customization. Early layouts leaned closer to Striker's existing site, organized around product categories. Later iterations added quick-access search for experienced buyers and tested ways to surface individual products, landing on a homepage that let users move fluidly between browsing by category and discovering products directly. Mobile was prioritized throughout, with over 72% of Striker's users shopping on their phones.
Iteration 1
Iteration 2
Iteration 3
Final
Iteration 3 Desktop & Mobile
Final Desktop & Mobile
Product Pages & Purchase Flow
Individual product pages were designed with "Kathy" in mind, who is a buyer that needs more context, not less. Rather than assuming prior knowledge, each page includes expandable "Details" sections where novice buyers can dig into specs, fit, and use case without cluttering the page for those who already know what they want. Size, color, payment, and shipping are laid out as clear, separate steps, letting a first-time buyer like Kathy move through the decision with confidence rather than facing every choice at once.
Final Product Page Desktop & Mobile
Customizatoin & Preview
To bring "Kevin's" need for visual confirmation to life, we designed two connected but flexible experiences. Users could start from a new build (selecting a model and adding accessories and parts to preview directly on the vehicle) or browse existing and older ATV models to see compatible accessories, pricing, and purchase options. Either path let buyers like Kevin see exactly what a customized vehicle would look like before committing. Note: these examples used AI-generated vehicle imagery in place of official Polaris photography, which wasn't yet available while Striker's dealer licensing was still in progress.
Final Product Page Desktop & Mobile
Impact
The Striker redesign brought the brand and storefront into one cohesive experience, built around real research and real user needs.
Mobile bounce rate dropped 18%, and pages per mobile session increased from 2–3 to 3–4, providing reassurance that the greatest usability gap had been addressed.
Education-first approach to product pages gave first-time buyers the context to shop with confidence.
A build-and-preview experience let repeat, professional buyers see exactly what they were purchasing before committing.
Positive customer feedback, reported directly by the client following launch.
Final Mobile
Final Desktop