How to create a Unique Website experience strong enough for a new company that only specializes in child carriers?
Call us crazy, but we decided to take on the challenge because we are parents and believe in the two entrepreneurs that were new parents as well.
We wanted to give parents some of their freedom back, while creating lifelong memories with their children. Being parents doesn’t mean we can’t continue to live our adult lives, right? Well, maybe we can have some resemblance of our pre-child lives. This is what got totgear.com rolling, or carrying should we say.
So we started sketching...
How it works
Simple. Smart. Personal.
Those were the goals we gave to our team when directing them on how to structure the website's user experience. We wanted the site to invite user interaction so that visitors realize the reviews are just a starting point for them, for either research or purchase decisions.
Wrapping one's head around all the different types of slings, wraps, backpacks, strollers, running joggers and bike trailers is a mind bending task. With 270 carriers in the market, what was the simplest way to determine the best carrier choice for a unique user, with unique requirements? This question brought us to our AH HA moment, or the Versus (VS) approach. The site's architecture had to allow the comparison of any product to any other product within 8 pages, thus requiring a custom system with immense flexibility, keyword cross-reference depth and great on-page SEO optimization. A VS search query - any carrier vs any other carrier - would not only give the user a simple, straight forward comparison of his/her carrier options, but would also bring up TotGear's content within organic SERP over time.
Wireframes clarified the VS approach and provided a clearer user experience path.
EVERY product featured on the site was personally tested and documented by the owners, using 36 sets of criteria. So the user can compare and contrast any features of a carrier, make a decision and purchase accordingly.
Need more information to make a decision? Original video reviews and additional content on each product give as much information as is available to ensure that the user is picking the best item for their needs.
To enhance the user interaction, we also introduced a product scoring system. Each product on TotGear.com starts with a unique TotGear score based on our personal review. The user can in turn alter the scores based on his or her own criteria and experiences. Social integration of all content extends the interaction past the confines of the site.
Simple. Smart. Personal. Social.