American Defense Manufacturing was founded with an idea and hard work. The result is becoming the leader in mounting solutions for various optics, lights, lasers, and accessories for firearms. They have also introduced the Universal Improved Carbine (UIC), one of the most prestigious lines of AR-15 style rifles and pistols. ADM is proud to have supplied high-quality firearms and accessories to law enforcement, military, competition, hunting, and recreational enthusiasts.
Customers know that ADM products are internationally superior. But their old website did nothing to portray their hard-earned reputation. Coupled with a complicated navigation system and order process for ecommerce sales, ADM knew they were losing out on potential customers. It was time to update their website.
With a focus on User Experience, we analyzed the available analytics, identifying bottlenecks and opportunities. User stories were developed to understand the visitors’ needs related to the various products ADM offers for sale online. This data, along with the impactful imagery, pushed the redesign focus to a visual representation of the products along with a text description to help the visitors quickly find the most relevant information to them.
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This approach gives the most common options upfront without needing to wait for slider images to cycle through. This allows the visitor to quickly take their ideal path without friction, whether searching for rifles, pistols, or the various accessories. From there, they can browse and compare the products available to make a purchase decision effortlessly.
With any ecommerce website, especially ADM’s, having the ability to search and filter products based on specifications is critical. The faceted search improves product findability while enhancing the customer experience.
The desktop view wasn’t the only focus during the redesign. Mobile visitors expect a seamless experience when shopping. This isn’t always easy to accomplish, considering the reduced screen size and complex product data. But with proper positioning, easy to click buttons, and smooth checkout, the mobile experience is frictionless to the end-user.
But it isn’t just the design for ADM. The Quickbooks integration, customized dealer pricing tiers, UPS World Ship Integration, and dealer locator tools provide the robust functionality needed to support the design.
These websites are client updateable and may no longer represent Foremost Media’s original design. (Our Art Director asked us to say that)