Razor Scooters
Website Redesign
2021
Role
Designer
Services
Web Design · UX/UI · Wireframing · Visual Design
Razor is a global brand known for its scooters and youth-focused products. Victory Creative partnered with Explore Digital to help develop an updated global website experience that could be adapted across Razor's regional sites.
Working directly with Victory Creative, I developed wireframes and visual mockups for the updated Razor global website. Following their creative direction and Razor's brand guidelines, I explored ways to make the experience more engaging and visually exciting while showcasing Razor's broad product range and new releases.
The Challenge
Creating a global foundation
The new website needed to establish a flexible digital experience that could carry across Razor's different regional websites. The experience had to accommodate a wide range of products and content while maintaining a consistent brand presence.
Balancing structure with energy
Razor's products and audience called for an experience that felt playful and engaging, while still providing clear ways to explore the growing product line. The design needed to bring more energy to the experience without losing usability.
My Role
Developed wireframes to explore site structure, layouts, and content hierarchy.
Created visual mockups based on Victory Creative's creative direction.
Applied Razor's brand guidelines across the digital experience.
Explored visual treatments and layouts to create a more engaging product-focused experience.
Designed with the needs of Razor's regional websites in mind.
Key Decisions
01. Design around the products
We made Razor's products the focus of the experience, using visual hierarchy and prominent product presentation to help users discover the range and new releases.
02. Bring more energy to the experience
I explored bold visual treatments, playful layouts, and more dynamic compositions to create an experience that felt aligned with Razor's youthful brand and audience.
03. Create a system that could scale globally
Layouts and content structures were developed with Razor's regional sites in mind, creating a flexible foundation that could accommodate different products and content while maintaining consistency.
Design Solutions
Making the product the focus
The final designs created a more playful and energetic experience around Razor's products, using bold visual treatments and engaging layouts to make the site feel more dynamic and product-focused.
A flexible global foundation
The approved layouts and content structures established a foundation that could be adapted across Razor's regional websites while maintaining a consistent overall experience.
From wireframes to visual direction
I translated early structural explorations into polished visual mockups, bringing the experience to life within Victory Creative's direction and Razor's existing brand guidelines.
Impact
A foundation for Razor's global digital experience
Established wireframes and layouts for the updated global website.
Created a more engaging, product-focused visual direction.
Developed flexible patterns that could adapt across regional sites.
Translated creative direction and brand guidelines into a scalable digital experience.
Impact statements reflect design outcomes and project deliverables; quantitative performance outcomes were not provided.
Mockups shown with placeholder imagery; final brand and product photography was to be supplied by Razor.