Pelican Website UX

Creation of a new web interface for Pelican Products which would be more inline with their products and B2B clients while making visual navigation of hundreds of products easy.

ClientPelicanServicesWebsite UX Design


In the ongoing pursuit to improve and innovate, Pelican wanted to upgrade their product website for its users. The goals were to improve search and navigation of their hundreds of products and dozens of categories, make it responsive and mobile friendly, and work as an online sales tool for the sales team when pitching to new customers. Including a form for getting a custom quote was needed above the fold on the homepage as well.


Creating a mega menu and search lockup with the logo allowed room for periodic changing banners while not giving up vertical pixels. It was clear early on that a  secondary navigation for Pelican’s targeted industries would be needed as a visual reminder of who the brand serves.


I decided to organize the main mega menu navigation by product type and create a second image thumbnail navigation based on the industries Pelican sells to. Also through internal research it was uncovered that including industry featured stories was important to the team and was included on the homepage. 


It was important to make the product site responsive for mobile, tablet, and multiple screen sizes.


Pelican is the global leader in the design and manufacturing of high-performance protective cases, temperature controlled packaging and advanced portable lighting systems. Pelican has stayed true to the commitment of quality and the vision: Protecting All That You Value. Pelican takes great pride in the products they have created over the years for police, firefighters, military personnel, photographers and others who have counted on Pelican products to protect their gear and their lives.

Los Angeles based creative studio, providing award winning solutions in branding, creative direction, art direction, digital and print marketing, website design, graphic design, logos, illustration, packaging, and trade show design. We have been serving brands well established or emerging for over two decades. We are brand designers passionate about collaborating with our clients to elevate their brands through the fusion of good design, innovative thinking, and cutting edge technology.

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