Services
- Ecommerce audit and strategy
- Creative direction
- Site architecture and user flows
- UX and UI design
- Shopify Plus development
- Conversion optimisation
The ask
Sea to Summit started in Australia in 1990 and now sells tents, sleeping bags, packs and camping gear all over the world. As the range grew past a thousand products, the website stopped doing the brand justice. Key products were hard to find, and the story behind the gear got lost along the way.
They wanted a site that shows the care that goes into each product, gives their community a home online, and makes years of existing content easy to find.
Tech partners
- Shopify Plus
- Klaviyo
- Yotpo
- Dynamic Yield
- Elevar
- Returnly
- Jotform
The solution
Sea to Summit is direct and practical about how it builds gear, and we tried to work the same way. We rebuilt their Shopify Plus store as a home for the products and for the brand’s love of the outdoors, with consistent creative direction and clear UX on every page.
Brand first
The old store was dated and treated the brand as an afterthought. We started from a brand and content strategy, then designed a store that tells Sea to Summit’s story as you shop, from the homepage down to each product page.
Navigation for a thousand products
With more than 1,000 SKUs, important products were getting buried. We reorganised the catalogue so people can shop by type of gear or by activity, and added brand copy to collection and product pages so each one has context.
The live store stayed up the whole time, and we reused existing content on the new pages so the team did not have to upload everything again.
A tight timeline
Sea to Summit had a firm deadline. Our project managers wrote a detailed plan and tightened how both teams communicated, which kept development moving quickly. Almost every page planned for after launch was ready by the launch date.
Built for the community
Sea to Summit’s customers share a love of getting outside. We brought the Pro Membership and ambassador programs onto the site, which opened up new ways to reward loyal customers. We also built a Sleeping Bag Finder that asks a few questions and recommends the right bag.
Working together
This was a close partnership from kick-off to launch, with project managers on both sides in constant contact. After launch we continued supporting Sea to Summit through a managed service and conversion optimisation retainer.
