Bass pro Shops

Contract Position
Bass Pro Shops
UX Designer
Jul 2024 - Present
My work with Bass Pro Shops has in-store research, scoping, stakeholder management, and communicating with developers.
The Solution
Initial ask solution: mobile optimization suggestions for mygearguard.com
Opportunities found: end to end flow for bringing Gear Guard to the online store, and creating bassproshops.com/gearguard as opposed to an external site.
The Problem
Bass Pro Shops sells an in-store only extended warranty called Gear Guard. Information for this warranty is located on mygearguard.com, which is not currently optimized for mobile.
The Process
The first thing I needed to do was learn about Gear Guard. First up was an interview with the stakeholder that has been overseeing gearguard for nearly 10 years as well as a visit to my local store. In these interviews i learned that:
  • Gear Guard is overseen by an external vendor
  • Gear Guard was pulled from .com in 2018
  • There is an overnight wait between in-store purchase of Gear Guard and the ability to register on mygearguard.com
  • only 30% of gear guard purchases convert to registrations online - at least partially caused by the above
  • receipts are only held for 180 days - this is problematic since Gear Guard warranties are valid for 2-3 years, and customers are out of luck if unregistered beyond this 180 day window
  • receipts do not always print the QR code that helps/prompts customers to register
While I did provide guidance for the external vendor and resolve the initial need the insights above indicated to me the need for a larger intervention than simple mobile optimization.
After learning all that I did about Gear Guard, I took it upon myself to present solutions for the larger issues that i had found plaguing Gear Guard and I landed on the following:
  • Eliminate the 24 hour wait for registering a product - if that is not possible, create a follow up system to remind customers to register
  • Ease registration frictions by ensuring the receipts always print the QR code, as well as embedding more information in the QR code to ease the process of registering
  • increase retention of receipts that have Gear Guard on them to 3 years
  • The Holy Grail: connect in store purchases to online accounts - this would enable automatic registration, registration at any time, customer access to Gear Guard documentation, and more
To strengthen how I arrived at my solutions, i flowcharted my in-store experience, as well as all possible touchpoints for Gear Guard online.
As well as flowcharting individual portions of the broader Gear Guard flows and potential touchpoint methods
After going through this process, i started to move to higher fidelity wireframes.
The screens below were used to tell a story, to show all the potential intigration points for Gear Guard on bassproshops.com and how much better of an experience for customers a unified ecosystem would be, as opposed for the continued separation of bassproshops.com and mygearguard.com

As of writing, the concepts contained within the screens below have been accepted by leadership, and have been requested to be refined to final screens, slated for production later this year.

Please note that the following screens are still in the iterative design phase, but quickly approaching final design - I will update them as they progress. The pink is to direct your attention if not immediately obvious on the screen.

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