GoPro · Design Lead
Empowering a global community to live life unfiltered — by building on the passion for a bold brand and engaging them through a new website and mobile web presence.
Context
GoPro had a powerful brand and product. However, the business problem was that the hardware was rugged and durable, lasting so long, that customers never came back. The opportunity was to build a community around the active lifestyle, and that is what we did.
GoPro cameras are notoriously hardy, rugged, and waterproof. Once a customer purchased one, they rarely came back until they needed another — on average 7 years later.
There was an opening here to build a passionate community around active lifestyles and sports, and to offer them an ecosystem where they could connect and stay engaged, inspiring future purchases.
Bringing it together
When I joined the company, the GoPro website was aging, fragmented due to acquisitions and inner politics, and did not reflect the strong brand that was being created by the offline marketing agency. First we had to unite teams — from the camera hardware to the desktop and mobile software to the business functions around them — to work together as one. Only then was I able to design and bring to life a consistent brand and experience on the web.
01
Typography, color, and icons tied all the experiences together, regardless of platform.
02
Patterns across mobile, desktop, and web all felt like part of the same family.
03
Regular reviews aligned hardware, desktop software, and mobile apps on one direction.
04
Every touchpoint laddered up to the same powerful GoPro community-first experience.
The existing ecosystem
We were already working on weaving the GoPro brand across many pieces of a distributed ecosystem — a desktop app, the mobile apps, and the hardware's device interfaces. The new website had to simply and elegantly fit into the existing family, as well as extend the brand.
Where creators cut, colored, and finished their footage on the big screen.
Quick edits and instant sharing straight from the phone, anywhere the action was.
On-device interfaces — from the cameras to the Karma drone and its controller.
The Marketing Site
We let the community shine by building a website fueled heavily by user generated content — photos, tweets, and more. We surfaced these alongside our pro deals and athletes, elevating the presence of our amateur athletes and increasing engagement. We quickly saw an increase in sales and revenue after the launch of the new mobile and web experiences.
The result — the marketing website
The Mobile Experience
The mobile app carried the same community-first thinking to the smaller screen. Every piece of it designed to build community and drive engagement.
Contact
I'm interested in an exciting new challenge. Let's do some amazing work together.