Craftsmanship customers can navigate

Aura Outdoor Products is a third generation family business known for producing high quality outdoor lifestyle goods through vertically integrated manufacturing. With decades of experience and a commitment to honest pricing, they wanted a modern digital presence that better reflected their craftsmanship and made it easier for customers to explore their product line.

I led the UX design for their new website, creating clear wireframes, intuitive navigation flows and a product centered layout that supports browsing, comparison and purchasing. I also partnered with their development team to guide front end execution and ensure the final build aligned with the user experience goals, resulting in a clean, accessible and user friendly platform.

Aura's brand carries its message in plain words on the storefront itself: Honestly Priced Quality — From our Outdoors to Yours, "Time to Get Things Cookin'," and "The Home of Better Grilling," backed by three pillars repeated across the site — Customer Service, Quality, Affordability. The flame mark pairs a gold‑to‑orange gradient with a black wordmark, and the store UI runs on a single burnt orange (#CD5606) over black, white, and light gray, with a yellow flag reserved for deal messaging like "Save 20% Today when you set up your 1st Autoship."

The brand sheet and social post layouts at the top of this page are portfolio templates set in that system — every line of copy is taken verbatim from the site design. Below, a real project asset: the MacBook mockup of the Product Collections page produced to present the design.