Redesigned NordicTrack’s product pages to reduce friction, sharpen clarity, and guide users toward confident decisions—blending better narrative structure with refined visual hierarchy.

Role: UX/UI Designer, Copywriter, Art Direction, Photo Editing, Animator

Tools: Figma, Illustrator, Photoshop, After Effects, Pen & Paper

NordicTrack’s PDPs were visually bloated, hard to scan, and lacking narrative flow. I simplified the structure, rewrote the core story, and designed a more immersive page to improve product clarity and support confident buying decisions.

Audited legacy PDPs for clutter, weak CTA focus, and confusing visual order

Mapped the user story to build a clean, story-driven prototype

Wireframed a new narrative to focus on decision-making cues

Reorganized components to support feature-first logic

Refined copy to be tighter, more dynamic, and CTA-focused

A/B testing against current designs showed an increase of conversion significant enough to roll the template out to the entire product line, resulting in hundreds of thousands of dollars in additional revenue. The “dark world” motif was also used universally for later sales campaigns and marketing material.

Streamlined product storytelling

Reduced buyer hesitation by cleaning up CTA flow and visual hierarchy

Improved PDP scannability and emotional resonance

Helped unify marketing and in-app product narratives

It’s always a group effort.

Though I mainly tackled this project solo, I am grateful to the executive team for the trust and flexibility they gave. Also a shout-out to the NordicTrack web development team for their quick responses and feedback.

Overall it was a fun and challenging project.