Wiggle’s redesigned website

Thanks for sharing an interesting source material.

After the update, the topmost homepage picture was a slightly out of focus lady covering half her smiling face with her hand. Weeks later, it showed another image of the slightly out of focus lady accompanied by an out of focus man, who is either laughing heartily or trying to catch raindrops in his open mouth.

Presumably a whole team thought the pics were sufficiently related to the idea of ‘online (non-mountaineering) sports retailer’ to make them the first thing customers see on the new website. If I’d been asked to guess, a cycling or triathlon retailer never would have occurred to me.

Maybe the two first happy folks pictured were meant to make the company seem more relatable, but then their over the top mega-pumped blurb is ridiculous, not just corporate cringey.

I noticed today they’ve gone back to images of kit, Lycra-clad cycling men and determined running women. It all just seems like they’ve rushed something out to address real or imagined urgent issues, and their choice of new presentation is confused and confusing. To top it off, they’ve made their functionality worse, pleasing no one.