Project Overview
EVVO Snowshoes, based in France’s Parc Naturale du Pilat, set out to revolutionise winter trekking with lighter, bio-sourced soles co-developed with Michelin. Despite patented innovation, their e-commerce site felt more like a technical catalog than a dynamic brand journey.
Objective:
Craft a digital experience that celebrates innovation, sustainability, and ease—empowering users while reducing confusion and friction.
Context & Challenge
Why did users struggle with EVVO’s website?
Our research confirmed that EVVO faced a challenge seen across outdoor tech brands: translating technical brilliance into emotional benefits with accessible, clear navigation.
Award-winning products were buried under dense jargon and technical clutter.
The brand’s innovation in materials, user-centered features, and sustainability was hard to discover.
Visitors often couldn’t tell what made EVVO different, or how to buy a pair.
Unique innovation in materials and sustainability rarely surfaced for new visitors.
Navigation and experience made it difficult to understand what made EVVO different, or how to choose and buy a pair.
Dense content and technical jargon overwhelmed users, obscuring EVVO’s unique value and making shopping confusing. Clear storytelling and simplified layouts became essential redesign goals.
User Research
Why did users struggle with EVVO’s website?
We kicked off with stakeholder interview with Hervé Piron, EVVO’s co-founder, a competitive analysis (benchmarking MSR, Atlas Snowshoes, TSL, and The North Face) and direct user feedback.
Key Research Insights:
Users prioritized durability, quality, and sustainability.
Only 1 in 3 users understood what set EVVO apart from classic snowshoes.
70% of buyers started research on mobile devices, exposing usability issues.
What we learned from stakeholder interviews:
Direct discussions revealed the importance of intuitive digital experiences, clear product storytelling, and making first impressions count. These insights shaped the redesign towards ease, clarity, and modern appeal.
Our stakeholder interview and user interviews formed our user persona and clarified our user flow: from discovery, through product selection, to a confident purchase.
Our research approach was iterative:
After initial interviews, we created quick prototype flows in Figma, tested navigation with real users, and mapped pain points.
Feedback led us to restructure product categories, clarify emotional benefits over specs, and refine mobile layouts.
Why did we iterate?
Every test surfaced new friction areas (checkout anxiety, product comparison confusion, unclear sizing) that we addressed in subsequent Figma revisions.
This in-depth persona brings to life the motivations, behaviors, and frustrations of an active, eco-conscious consumer seeking comfort, reliability, and clarity in online winter gear shopping. Her goals and pain points directly shaped the product’s design priorities.
Strategic Synthesis & Framing
Shaping the digital experience:
By focusing on user-centric questions and clearly defined priorities, the team ensured that the redesigned site delivers essential product information and guidance first, making shopping intuitive, supportive and ready to scale as the brand grows.
Design Solutions
A narrative driven homepage
We moved the story up front, explaining EVVO’s “why”, “how” and “what” with vibrant visuals, testimonials and clear value propositions.
Simplified product categories:
Categories changed from technical codes to need-based: “All-purpose”, “High-Performance”, “Pro Use” and “Kids”, a much more intuitive experience for shoppers.
Comparison tools & interactive elements:
Dedicated pages for each snowshoe, side-by-side product features and clear sizing guidance reduced decision anxiety
The style tile establishes a unified visual language and brand essence. From colours and typography to product imagery and storytelling, laying the foundation for distinctive, trustworthy and technology-driven communication.
A New Visual Identity
A mood board and style tile grounded the site in EVVO’s DNA:
Clean, Innovative, Comfortable, Calm, High Quality.
The colour scheme from dark to lighter blues, cloudy and misty whites inspired by winter and the warm amber by the camp fire, along with a clear typefaces enhance the brand attributes.
To ensure efficient collaboration and pixel-perfect branding, we built a robust component set in Figma:
Figma component system unified product cards, buttons, navigation bars, and custom “Made in France” badges for clarity and consistency.
All variants handled hover/active/disabled states, mobile vs. desktop, and visual accessibility.
Exported specs made handoff to developers seamless.
Process
From low-fidelity sketches tested with users (spotting navigation pain), to high-fidelity prototypes tested with real buyers, every design decision was validated by feedback.
Time constraints (6-week timeline) kept our focus on essentials, preventing "featuritis".
We continuously iterated:
Low-fi sketches were tested for navigation and categorisation.
High-fi prototypes validated with potential buyers.
Results & Impact
Brand story up front:
Innovation and sustainability elevated as emotional selling points.Intuitive flows:
Category, product, and checkout flows were streamlined.Trust signals:
Testimonials, clear sustainability, and “Made in France” badges—boosting credibility and conversion.Strong usability praise:
Buyers found the clean look and improved navigation made purchasing easy.Visual storytelling:
Side-by-side before/after visuals highlighted dramatic improvement in clarity and confidence.
Summary of key trends and opportunity gaps discovered during initial study: Starting with low-fidelity wireframes allowed rapid feedback and revealed navigation pain early, guiding the team toward stronger, validated high-fidelity solutions.
A narrative driven homepage
Brand story front and center: Innovation and technical details became emotional selling points, distinguished from competitors.
Intuitive navigation: Streamlined category, product and checkout flows reduced user friction.
Stronger trust signals: Testimonials, visible sustainability commitments and “Made in France” and "Michelin" badges boosted brand credibility.
Strong response: Usability testing with high-fidelity prototypes showed praise for clean look, easy navigation and clearer purchasing.
Progression from low-fidelity to mid-fidelity wireframes in the EVVO redesign, demonstrating how early sketches were refined into detailed, user-centered layouts.
This iterative approach allowed us to rapidly pinpoint navigation pain points, validate core content structure, and evolve the visual design before moving into high-fidelity prototyping. If you are interested in the full working high-fidelity prototype, feel free to click on the orange banner hereunder:
Reflection
A narrative driven homepage
User-centered design made technical innovation approachable, great snowshoes need a digital showcase that excites, educates and converts.
Collaboration with Rodrigo Ji and Jacopo Bettini brought critical outside perspectives, resulting in a solution rooted in empathy, not just aesthetics.
Ready to make design innovation tangible for technical brands? Let’s connect!
Witty Wolf Design
Amsterdam
Madrid