Contour — Website Refresh

Sr. UX / Visual Designer

Repositioning an action camera brand through a modern, story-driven ecommerce experience

Elevated product discovery, strengthened brand perception, and extended market relevance

Timeline: 1 Quarter | Team: Content Strategist, Researcher, XA

OVERVIEW

Rebuilding a brand through a modern ecommerce experience

Contour, a pioneer in POV action cameras, needed to relaunch its digital presence after new ownership and declining market visibility. I led the end-to-end redesign of the website to modernize the brand, improve product discovery, and reposition Contour from a niche action sports company to a broader adventure lifestyle brand.
The result was a clearer, more engaging experience that helped re-establish trust, improve product visibility, and extend the brand’s relevance in a highly competitive market.

OPPORTUNITY

A relaunch moment to rebuild trust and modernize the brand

Contour had the opportunity to reintroduce itself after new ownership and reposition as a competitive player in the action camera market. The website needed to go beyond ecommerce and:

• Rebuild brand trust after decline
• Modernize perception and visual identity
• Re-engage loyal users while attracting new audiences
• Expand beyond core action sports into a broader lifestyle market

PROBLEM

The experience no longer matched the product or ambition

• Outdated, fragmented digital experience
• Weak brand perception following bankruptcy
• Difficult product comparison and navigation
• Limited storytelling to differentiate from competitors like GoPro
• No clear positioning beyond niche action sports

ROLE & OWNERSHIP

As the Lead UX & Visual Designer, I owned the redesign from concept to execution.

I brought prior experience with Contour, which allowed me to:

• Reconnect the brand to its original strengths
• Align the new experience with business goals
• Balance legacy equity with a modern direction
• Lead UX, visual design, and storytelling across the platform

PROCESS

Balancing brand storytelling with usability

I guided a collaborative process focused on clarity, engagement, and scalability:

• Dentified key gaps in navigation, comparison, and product visibility
• Developed high-fidelity prototypes to explore new UX patterns
• Partnered cross-functionally to ensure feasibility and alignment
• Iterated on layout, hierarchy, and storytelling to support decision-making
• Built a system that could scale with future products and content

DESIGN APPROACH

Modernizing the brand without losing its roots

I evolved Contour’s identity by blending legacy and new:

Introduced everyday use cases beyond action sports

Visual storytelling: 


• Built a cohesive narrative across the site
• Combined archival and new imagery

Visual storytelling: 


• Built a cohesive narrative across the site
• Combined archival and new imagery

Brand continuity: 


• Maintained familiarity for existing users
• Social posting and engagements
• Article / Blog posting

SOLUTION

A modern, story-driven ecommerce experience

A full redesign that:

• Simplified product discovery and comparison
• Elevated visual storytelling across pages
• Introduced modern layouts and interaction patterns
• Strengthened brand positioning toward adventure lifestyle
• Created a more intuitive and engaging browsing experience

IMPACT

Extended brand relevance in a highly competitive market

• Repositioned Contour from niche action sports to broader lifestyle brand
• Improved product visibility and overall perception
• Re-engaged existing customers and attracted new audiences
• Helped extend the brand’s lifespan in a competitive category
• Supported updated marketing, product direction, and storytelling strategy

KEY TAKEAWAYS

Design can reposition a brand, but timing and market forces matter.

• Brand perception is as critical as product quality
• Storytelling is essential for differentiation in saturated markets
• UX clarity directly impacts product evaluation and trust
• Expanding audience reach requires both visual and strategic shifts
• Even strong design cannot fully overcome market saturation and competition
  

IN THE END

Good things come to an end.

I personally loved this brand, both as a designer and as a user. The form factor was ahead of its time—the rotating lens eliminated an extra step in post, which made a real difference in the experience. Athletes, filmmakers, and everyday users all backed the brand and contributed valuable feedback along the way. While many factors led to the company’s end, the people behind it have gone on to do great things. RIP.