While a responsive redesign had been discussed for several years it had never managed to reach the top of the priorities list for this growing children’s outdoor gear company. With new, innovative, 100% recyclable products for 2016, a dramatic increase in mobile users, and a deal with one of Canada's largest sporting goods retailers, Stonz realized that a new design could not be put off any longer. The existing site had last been refreshed about 5 years ago. Since then it had evolved to sell products in English & German using four currencies thanks to the capabilities of their eCommerce platform, CommerceCM. Stonz was happy with their branding and the colours used on their site which matched packages, labels, and existing POP materials. Time was short and there was no time to make drastic changes to photography or other assets prior to the release of new products in August. With 3 short months, our goal for the redesign was to provide a mobile responsive design that showcased the benefits of well designed, great looking, and functional outdoor childrens wear with better use of existing photos. We also wanted to engage their customers with more user generated content and improve their store locator.
More images & more flexibility The site was designed mobile first with the Foundation framework to ensure the experience worked on even the smallest screens. We also made sure that there was lots of room for big images to show off the benefit of great looking and functional children’s outdoor wear. We used all of the existing product images but planning ahead we provided room to add additional images and videos to the product template when they are available. Product templates have more room to highlight product features and benefits and include user reviews to build trust with new customers and prospects. Pixlee was selected to provide a curated Instagram feed which can be updated on a per product basis. With greater retailer density we changed their store locator from a grouped list to a location aware system that will lead mobile users down the street to their closest retailer. To make shopping easier for their international audience we also improved the use of GEO IP so the new site loads in the visitor’s currency & language based on their location.