Chris Partise


Garmin needed their website redesigned to communicate its new brand messaging and vision. I served as lead designer and art director on their ecommerce style website design with a talented team of designers communicating brand and messaging.

1. Research
First our team had multiple meetings with marketing and leadership to understand the company's new message and mission and how they wanted to be perceived among their competitors and the community. “Beat Yesterday”, a simple challenge to people of all fitness and activity levels. It captures the essence of bettering oneself, no matter who you are or how you live. The campaign positions Garmin as the active brand that helps people move more, farther or faster each day.

2. Audit and Prioritization
Our team began to take a high level audit of the website content we needed to affect in order to improve the experience and create templates for efficiency (home page, category pages, sub-category pages, detail product pages, and informative landing pages) in order to omit irrelevant content directed by marketing. This gave us an idea of where we could introduce new features/sections with the intent of selling product online more efficiently. Also, by focussing on these select pages first the rest of the website could take queues off their design as we would update the site over time.

3. Wireframes
We then created updated sitemaps that could be used across all segments (auto, marine, outdoor, aviation, fitness). With updated sitemaps we began wireframing and executing flows across all segments. In addition small but informative user tests were done to give insight on the experience we were creating.

4. Visual Design
With finished wireframe flows and a sitemap, we were ready to design the UI. Our visual UI design was focused around our beautiful lifestyle photography taken from our talented in-house team. As the design started to come alive, we began to work with our developers to design and develop patterns of buttons and components that would make it more efficient for our developers to execute over time.

After UI was finalized, the different flows were ran through final rounds of user testing and ADA compliance. We then iterated off the results until the experience was sufficient to launch.