Camp retailer — One store, a hundred packing lists
An ecommerce foundation redesigned around how parents actually shop for camp — wireframes for navigation, camp selection, packing lists, collections, PDP, cart and checkout.
Camps a single wireframe system was built to carry — each with its own packing list, required items and guided shopping flow.
[ The problem ]
Parents shop for camp under time pressure, list in hand — and the existing flow fought them the whole way. Switching camps was difficult, large catalogs were hard to navigate, and the packing list lived somewhere else entirely. Every camp has different requirements, so the store had to behave differently for each one without becoming a hundred stores.
[ Goals ]
Guided shopping — the camp's packing list drives the journey, not a generic catalog. Scale — one system that supports hundreds of camps and their unique requirements. Momentum — add, check and continue without ever losing your place. Clarity — parents always know what is required, what is recommended and what is done.
Approach
I started with an audit of the existing flow to find where parents were getting stuck, then rebuilt the architecture around the packing list as the organizing object rather than the product catalog. From there the system came together surface by surface in wireframes: a sticky navigation anchored to real shopping behavior, a camp selector built for speed, a slide-in cart and an always-available packing-list drawer, then camp home, collections, quick view and PDP — each designed to keep required items one glance away.
[ Scope and constraints ]
[ The work ]
The surfaces.
The audit
Find where parents were getting stuck before redesigning anything.
Walked the existing flow end to end and mapped the friction: camp switching, catalog navigation, and a packing list that lived outside the shop entirely.
A clear map of gaps that shaped the system's priorities.
Sticky navigation
Support how parents actually move — between categories, lists and comparisons.
Anchored essential actions to the viewport so cross-referencing never means scrolling back to the top.
The store keeps up with the shopper instead of resetting them.
Packing-list drawer
Keep the paper list parents shop with inside the experience.
Surfaced required items, recommendations, quantities and completion states in an always-available drawer with links to matching products.
The list drives the shop — nothing gets forgotten.
PDP & quick view
Support fast, confident product decisions.
A quick-view modal for comparison without losing place, and a PDP that groups information logically, surfaces fit early and ties each item back to its list category.
Clarity, confidence and speed at the decision point.
[ The system underneath ]
[ Results ]
100s | Camps carried by one system 9 | Surfaces wireframed, nav to checkout 1 | Packing list, always one tap away
The result is a UX foundation a camp retailer can scale: hundreds of camps on one system, each parent guided by their own list. Required items surface first, progress is visible, and nothing about adding to cart interrupts the flow. Because it was designed as wireframes at the system level, the client can apply brand and content without renegotiating the structure.
What I carry forward
Designing around the parent's list instead of the store's catalog taught me that the best navigation is sometimes someone else's piece of paper, made digital and kept at hand.