Recon Instruments

E-Commerce UX & Digital Brand Architecture

Designing a high-performance retail experience for the pioneers of heads-up display technology during their most pivotal era of global growth.

Project Overview

By 2012, Recon Instruments had established itself as the world leader in wearable HUD technology. With the commercial success of the MOD Live and the anticipation building for the Recon Jet, the brand needed a digital flagship that could transcend the “niche gadget” category.

BAMN design was tasked with the UI/UX design and visual strategy for the 2012-2013 web ecosystem. The goal was to create a premium e-commerce destination that balanced heavy technical specifications with the high-energy lifestyle of alpine and endurance athletes.

Research & Planning

Our research focused on “The Informed Athlete”—users who prioritize data-driven performance. We analyzed the buying cycles of seasonal athletes to determine how to effectively market hardware during the off-season. Planning involved a complete overhaul of the product education funnel, ensuring that the “Magic of the HUD” (the experience of seeing data while in motion) was effectively communicated through a 2D screen.

Website Design & Development

The 2012-2013 design focused on removing friction from the global purchasing process while maintaining a premium brand feel.

Immersive Product Storytelling

We designed long-form, modular product pages that used "Exploded View" graphics to highlight internal sensors, GPS capabilities, and Bluetooth connectivity.

E-Commerce UX

We crafted a bespoke checkout flow optimized for high-ticket hardware. This included clear "What's in the Box" visualizations and streamlined accessory add-ons (like replacement straps and lenses) to increase average order value.

Comparison Engine

A key design component was the "Tech Specs" comparison tool, allowing users to quickly differentiate between the MOD and MOD Live models based on their specific performance needs.