Patagonia Provisions Integration
Patagonia Provisions Integration
I led the UX design to integrate Patagonia Provisions into Patagonia.com for the first time, bringing food into the core e-commerce experience. The work focused on balancing commerce and storytelling, clearly communicating why Patagonia is in food while preserving Provisions’ distinct identity within Patagonia’s broader digital ecosystem.
I led the UX design to integrate Patagonia Provisions into Patagonia.com for the first time, bringing food into the core e-commerce experience. The work focused on balancing commerce and storytelling, clearly communicating why Patagonia is in food while preserving Provisions’ distinct identity within Patagonia’s broader digital ecosystem.
Role
Lead UX Designer
Role
Lead UX Designer
Timeline
Discovery & Design: August - November 2025, Development & QA: November 2025 - March 2026, Go Live: March 2026
Timeline
Discovery & Design: August - November 2025, Development & QA: November 2025 - March 2026, Go Live: March 2026
Status
In progress, slated for launch in March 2026
Status
In progress, slated for launch in March 2026
View Experience
Role
Lead UX Designer
Timeline
Discovery & Design: August - November 2025, Development & QA: November 2025 - March 2026, Go Live: March 2026
Status
In progress, slated for launch in March 2026
Goals & Approach
Goals & Approach
Goals & Approach
The goal of this project was to integrate Patagonia Provisions into Patagonia.com in a way that supports a scalable, profitable business model while delivering a seamless and credible customer experience. The integration needed to clearly communicate why Patagonia is in food and why each product exists, while positioning Provisions alongside the core apparel and gear assortment without diluting its distinct identity.
I approached the work as both a commerce and storytelling challenge, focusing on:
Designing a dedicated Provisions landing experience to support product education and mission-driven storytelling
Integrating Provisions into existing navigation, taxonomy, and search to ensure discoverability across high-intent entry points
Applying Patagonia’s design system in a way that felt cohesive while preserving Provisions’ unique voice
Collaborating closely with Brand, Product, Technology, Merchandising, and the Provisions team to align content strategy and technical requirements
Planning for long-term scalability, including SEO considerations and post-launch integration phases
View full information architecture in Figma →
Image: A zoomed in section of the Provisions information architecture designed to support discoverability, education, and future scale.
The goal of this project was to integrate Patagonia Provisions into Patagonia.com in a way that supports a scalable, profitable business model while delivering a seamless and credible customer experience. The integration needed to clearly communicate why Patagonia is in food and why each product exists, while positioning Provisions alongside the core apparel and gear assortment without diluting its distinct identity.
I approached the work as both a commerce and storytelling challenge, focusing on:
Designing a dedicated Provisions landing experience to support product education and mission-driven storytelling
Integrating Provisions into existing navigation, taxonomy, and search to ensure discoverability across high-intent entry points
Applying Patagonia’s design system in a way that felt cohesive while preserving Provisions’ unique voice
Collaborating closely with Brand, Product, Technology, Merchandising, and the Provisions team to align content strategy and technical requirements
Planning for long-term scalability, including SEO considerations and post-launch integration phases
View full information architecture in Figma →
Image: A zoomed in section of the Provisions information architecture designed to support discoverability, education, and future scale.
The goal of this project was to integrate Patagonia Provisions into Patagonia.com in a way that supports a scalable, profitable business model while delivering a seamless and credible customer experience. The integration needed to clearly communicate why Patagonia is in food and why each product exists, while positioning Provisions alongside the core apparel and gear assortment without diluting its distinct identity.
I approached the work as both a commerce and storytelling challenge, focusing on:
Designing a dedicated Provisions landing experience to support product education and mission-driven storytelling
Integrating Provisions into existing navigation, taxonomy, and search to ensure discoverability across high-intent entry points
Applying Patagonia’s design system in a way that felt cohesive while preserving Provisions’ unique voice
Collaborating closely with Brand, Product, Technology, Merchandising, and the Provisions team to align content strategy and technical requirements
Planning for long-term scalability, including SEO considerations and post-launch integration phases
View full information architecture in Figma →
Image: A zoomed in section of the Provisions information architecture designed to support discoverability, education, and future scale.
The Challenge
The Challenge
The Challenge
Integrating Provisions into Patagonia.com required more than adding a new product category. Food represents a different buying mindset, storytelling need, and trust model than apparel or gear.
Key challenges included:
Clearly articulating why Patagonia is in food within a commerce-first environment
Educating customers on regenerative agriculture without overwhelming the shopping experience
Preserving Provisions’ distinct brand voice while aligning with Patagonia’s established design system
Ensuring discoverability through navigation, search, and SEO for a category that previously lived outside the core site
Designing an experience that could scale with future product expansion
Image: These components support education and trust-building by explaining Patagonia’s role in food without disrupting the shopping experience.
Integrating Provisions into Patagonia.com required more than adding a new product category. Food represents a different buying mindset, storytelling need, and trust model than apparel or gear.
Key challenges included:
Clearly articulating why Patagonia is in food within a commerce-first environment
Educating customers on regenerative agriculture without overwhelming the shopping experience
Preserving Provisions’ distinct brand voice while aligning with Patagonia’s established design system
Ensuring discoverability through navigation, search, and SEO for a category that previously lived outside the core site
Designing an experience that could scale with future product expansion
Image: These components support education and trust-building by explaining Patagonia’s role in food without disrupting the shopping experience.
Integrating Provisions into Patagonia.com required more than adding a new product category. Food represents a different buying mindset, storytelling need, and trust model than apparel or gear.
Key challenges included:
Clearly articulating why Patagonia is in food within a commerce-first environment
Educating customers on regenerative agriculture without overwhelming the shopping experience
Preserving Provisions’ distinct brand voice while aligning with Patagonia’s established design system
Ensuring discoverability through navigation, search, and SEO for a category that previously lived outside the core site
Designing an experience that could scale with future product expansion
Image: These components support education and trust-building by explaining Patagonia’s role in food without disrupting the shopping experience.
Results
Results
Results
While the project is still in progress, the integration establishes a foundation for long-term business and brand impact.
Expected outcomes include:
A clear, cohesive Provisions presence within Patagonia’s primary e-commerce ecosystem
Improved discoverability and education around food and regenerative agriculture
New entry points for customer acquisition, retention, and cross-category engagement
Projected annual Provisions revenue growth from $2M to $5–8M
Stronger alignment between Patagonia’s mission and a tangible system of change through food
View the final specs and wireframes in Figma →
Image: The navigation integration improves discoverability while continuing to communicate why Patagonia is in food.
While the project is still in progress, the integration establishes a foundation for long-term business and brand impact.
Expected outcomes include:
A clear, cohesive Provisions presence within Patagonia’s primary e-commerce ecosystem
Improved discoverability and education around food and regenerative agriculture
New entry points for customer acquisition, retention, and cross-category engagement
Projected annual Provisions revenue growth from $2M to $5–8M
Stronger alignment between Patagonia’s mission and a tangible system of change through food
View the final specs and wireframes in Figma →
Image: The navigation integration improves discoverability while continuing to communicate why Patagonia is in food.
While the project is still in progress, the integration establishes a foundation for long-term business and brand impact.
Expected outcomes include:
A clear, cohesive Provisions presence within Patagonia’s primary e-commerce ecosystem
Improved discoverability and education around food and regenerative agriculture
New entry points for customer acquisition, retention, and cross-category engagement
Projected annual Provisions revenue growth from $2M to $5–8M
Stronger alignment between Patagonia’s mission and a tangible system of change through food
View the final specs and wireframes in Figma →
Image: The navigation integration improves discoverability while continuing to communicate why Patagonia is in food.