Research
The research phase involved competitor analysis and gathered thousands of user reviews along with hundreds of questions from real customers. The primary goal was to summarize the main user feedback themes and categorize them into clear, actionable groups. From this analysis, I extracted key insights and improvement ideas to inform the redesign and enhance the overall user experience.
Competitor analysis
Challenges Analysis & Key Insights
3 Core Challenges from User Research: analysis of reviews and customer questions, identifying recurring patterns
Fit & Compatibility Confusion
Customers were unsure if holsters fit their firearm, optics, or handedness, creating hesitation and wrong purchases.
Lack of Product Education
Technical jargon and repeated terms around retention, attachments, and modular systems confused buyers.
Visualization & Setup Guidance
Static photos and minimal instructions did not clearly demonstrate product use, attachment swaps, or installation steps.
Key Insights
Research into customer reviews, Q&A, and competitive platforms revealed gaps in clarity, education,
and visualization that directly impact customer trust and purchase confidence.
Clarity in Product Fit
Shoppers need confidence that the holster they select is tailored to their firearm and carry style. Visual configurators and guided selection reduce confusion and build trust in the purchase.
Knowledge & Transparency
Users need clear, repeatable explanations of retention, attachments, and system language. Educational sections and consistent terminology help them make informed decisions and feel supported.
Supportive Experience
Customers need more than static images they need demonstrations, tutorials, and interactive previews. Rich media bridges the gap between expectation and real-world product use.
Design
The homepage is simple, scannable, and interactive: HERO carousel first; then Categories, Top Products and Holster Finder, a 3D product view with feature hotspots, and finally the Knowledge Hub and Find a Dealer.
A compact Holster Finder on the homepage, jumps straight to filtered results. The results page shows only compatible options. cutting cognitive load for users overwhelmed by many holsters and turning aimless browsing into a clear, guided path.
On the homepage, a product learning block lets users pick a model and view it in 3D with
feature hotspots, building confidence and reducing mismatches and returns.
Find My Dealer lets users quickly find local dealers in their area. It supports in-person
guidance and hands-on evaluation, while strengthening ties with retailers.
The product page simplifies complex setups: as users select hand, maker & model, carry options, and add-ons, the gallery updates to the exact variant and shows it from every angle.
While scrolling the product page, users view a rotating GIF showcasing every attachment. A downloadable manual, reviews and Q&A provide quick setup guidance and help users make an informed choice.
URPEZ Defense
Redesigning the Online Shopping Experience
In-House Project | 2025
Overview
Redesigning the URPEZ Defense platform to streamline exploring and precisely purchasing
high quality holsters and firearm attachments.
This project aimed to improve the user experience of the existing URPEZ website by addressing challenges in navigating its extensive and specialized product catalog. Key goals included enhancing navigation, implementing personalized search and filtering features based on customer feedback, and simplifying the process for users to find and purchase holsters and attachments tailored to their needs.
Problem
The world of holsters and attachments is complex with a large variety of products designed for different tasks.
Each item often has a modular design which can confuse users and lengthen the purchase process especially
when clear answers or guidance are lacking.
Research
The research phase involved competitor analysis and gathered thousands of user reviews along with hundreds of questions from real customers. The primary goal was to summarize the main user feedback themes and categorize them into clear, actionable groups. From this analysis, I extracted key insights and improvement ideas to inform the redesign and enhance the overall
user experience.
Challenges Analysis & Key Insights
3 Core Challenges from User Research: analysis of reviews and
customer questions, identifying recurring patterns
Fit & Compatibility Confusion
Customers were unsure if holsters fit their firearm, optics, or handedness, creating hesitation and wrong purchases.
Lack of Product Education
Technical jargon and repeated terms around retention, attachments, and modular systems confused buyers.
Visualization & Setup Guidance
Static photos and minimal instructions did not clearly demonstrate product use, attachment swaps, or installation steps.
Key Insights
Research into customer reviews, Q&A, and competitive platforms revealed gaps in clarity, education, and visualization that directly impact customer trust and purchase confidence.
Clarity in Product Fit
Shoppers need confidence that the holster they select is tailored to their firearm and carry style. Visual configurators and guided selection reduce confusion and build trust in the purchase.
Knowledge & Transparency
Users need clear, repeatable explanations of retention, attachments, and system language. Educational sections and consistent terminology help them make informed decisions and feel supported.
Supportive Experience
Customers need more than static images they need demonstrations, tutorials, and interactive previews. Rich media bridges the gap between expectation and real-world product use.
Design
The homepage is simple, scannable, and interactive: HERO carousel first; then Categories, Top Products and Holster Finder, a 3D product view with feature hotspots, and finally the Knowledge Hub and Find a Dealer.
A compact Holster Finder on the homepage, jumps straight to filtered results. The results page shows only compatible options. cutting cognitive load for users overwhelmed by many holsters and turning aimless browsing into a clear, guided path.
On the homepage, a product learning block lets users pick a model and view it in 3D with feature hotspots, building confidence and reducing mismatches and returns.
Find My Dealer lets users quickly find local dealers in their area. It supports in-person
guidance and hands-on evaluation, while strengthening ties with retailers.
The product page simplifies complex setups: as users select hand, maker & model, carry options, and add-ons, the gallery updates to the exact variant and shows it from every angle.
While scrolling the product page, users view a rotating GIF showcasing every attachment. A downloadable manual, reviews and Q&A provide quick setup guidance and help users make an informed choice.
Operly
In-House Project | 2025
Redesigning the Online Shopping Experience
Overview
Redesigning the URPEZ Defense platform to streamline
exploring and precisely purchasing high quality
holsters and firearm attachments.
This project aimed to improve the user experience of the existing URPEZ website by addressing challenges in navigating its extensive and specialized product catalog. Key goals included enhancing navigation, implementing personalized search and filtering features based on customer feedback, and simplifying the process for users to find and purchase holsters and attachments tailored to their needs.
Problem
The world of holsters and attachments is complex with a large variety of products designed for different tasks. Each item often has a modular design which can confuse users and lengthen the purchase process especially when clear answers or guidance are lacking.
Overview
Redesigning the URPEZ Defense platform to
streamline exploring and precisely purchasing
high quality holsters and firearm attachments.
This project aimed to improve the user experience of the existing URPEZ website by addressing challenges in navigating its extensive and specialized product catalog. Key goals included enhancing navigation, implementing personalized search and filtering features based on customer feedback,
and simplifying the process for users to find and purchase holsters and attachments tailored to their needs.
Problem
The world of holsters and attachments is complex with a large variety of products designed for different tasks. Each item often has a modular design which can confuse users and lengthen the purchase process especially when clear answers or guidance are lacking.
Research
In the research, I analyzed competitors, reviewed industry articles and product breakdowns, used AI tools for deep searches and data collection, and transformed the findings into actionable insights. I also spoke with people in the vending industry to better understand their daily challenges and operational needs.
Challenges Analysis & Key Insights
3 Core Challenges from User Research: analysis of reviews and customer questions, identifying recurring patterns
Fit & Compatibility Confusion
Customers were unsure if holsters fit their firearm, optics, or handedness, creating hesitation and wrong purchases.
Lack of Product Education
Technical jargon and repeated terms around retention, attachments, and modular systems confused buyers.
Visualization & Setup Guidance
Static photos and minimal instructions did not clearly demonstrate product use, attachment swaps, or installation steps.
Key Insights
Research into customer reviews, Q&A, and competitive platforms revealed gaps in clarity, education, and visualization that directly impact customer trust and purchase confidence.
Clarity in Product Fit
Shoppers need confidence that the holster they select is tailored to their firearm and carry style. Visual configurators and guided selection reduce confusion and build trust in the purchase.
Knowledge & Transparency
Users need clear, repeatable explanations of retention, attachments, and system language. Educational sections and consistent terminology help them make informed decisions and feel supported.
Supportive Experience
Customers need more than static images they need demonstrations, tutorials, and interactive previews. Rich media bridges the gap between expectation and real world product use.
Design
The homepage is simple, scannable, and interactive: HERO carousel first; then Categories, Top Products and Holster Finder, a 3D product view with feature hotspots, and finally the Knowledge Hub and Find a Dealer.
A compact Holster Finder on the homepage, jumps straight to filtered results. The results page shows only compatible options. cutting cognitive load for users overwhelmed by many holsters and turning aimless browsing into a clear, guided path.
On the homepage, a product learning block lets users pick a model and view it in 3D with feature hotspots, building confidence and reducing mismatches and returns.
Find My Dealer lets users quickly find local dealers in their area. It supports in-person guidance and hands-on evaluation, while strengthening ties with retailers.
The product page simplifies complex setups: as users select hand, maker & model, carry options, and add-ons, the gallery updates to the exact variant and shows it from every angle.
While scrolling the product page, users view a rotating GIF showcasing every attachment. A downloadable manual, reviews and Q&A provide quick setup guidance and help users make an informed choice.
URPEZ Defense
In-House Project | 2025
Redesigning the Online Shopping Experience