WaterRower

Helping users understand differences between rowing machine models by redesigning the comparison experience.

Flow chart for WaterRower website.
Wireframes in low fidelity for comparing rowers.
Multiple smartphones displaying a webpage comparing different models of Water Rower machines.

Overview

WaterRower is a premium rowing machine brand offering 12 models on its U.S. website. Despite strong product quality, users struggled to understand the differences between models, leading to confusion and reliance on customer support.

Problem

Users couldn’t confidently choose between models.

  • The compare page was difficult to find

  • Product terminology was unclear

  • Model differences were not meaningfully communicated

As a result, customers relied on support instead of the website to make purchase decisions.

Navigation that had unclear terminology and model differences created confusion for users.

 Discovery & Research

Referencing tracking and heat maps as well as user interviews helped prioritize and showcase to stakeholders what changes were required.

Data for tracking user engagement on WaterRower Website.

Mouseflow tracking and heat map information to better understand user behavior

  • 61% of users on mobile where its much harder to navigate

  • Compare page not accessible from primary navigation

  • Users misunderstood product terminology

  • Product attributes didn’t align with expectations

Key Insights

The compare page existed—but was buried in the experience. When users found it, it failed to clearly differentiate between models.

“I don’t understand the difference between some of the models”
— Participant 3
“I do not see what is relevant to me when i look at the information list”
— Participant 3
“I am not sure what the terms mean”
— Participant 5
“Where is the compare page located”
— Participant 2

Design Strategy

I focused on reducing cognitive load and improving product clarity:

1. Improve product understanding

  • Simplify how models are grouped

  • Align terminology with user expectations

2. Increase discoverability

  • Surface compare in navigation

  • Integrate comparison into browsing

3. Design for mobile-first

  • Prioritize clarity and ability to quickly scan information

Design Execution

Product Grouping

Introduced product families to simplify decision-making and reduce cognitive load.

  • Grouped into product families

  • Reduced cognitive load

  • Clear differentiation

Compare Experience Redesign

Reframed comparison to highlight meaningful differences instead of overwhelming users with similar data.

  • Highlights key differences

  • Improved readability

  • Aligned terminology

Mobile-First Design

Designed for mobile-first exploration to improve usability for the majority of users.

  • Optimized for small screens

  • Scannable layout

Low fidelity wireframes of the compare page
Paper prototype of mocked up compare page

Prototype

Using Adobe XD I was able to create wireframes and finally a high fidelity prototype version of the compare page. Grouping rowing machines into families was a strategy to remove unnecessary cognitive load cutting down the confusion and creating a more digestible experience.

  • 20+ wireframes

  • Paper to high fidelity

  • Tested with stakeholders, product specialists, and participants remotely

Outcome

While the redesign was not launched due to a shift to a headless e-commerce platform, this work:

  • Identified critical usability gaps

  • Established a clearer product structure

  • Highlighted the need for better terminology alignment

These insights informed future decisions around product organization and experience design.

Next Steps:

  • Card sorting for product naming

  • Validate product families

  • Improve comparison integration