A fixed sidebar keeps size, colour and add to cart in view, next to large photos, Afterpay options and product recommendations.
O'NEILL
A new look and a modular design system for the O’Neill Shopify Plus store, built for a surf brand with seventy years of history.
Services
- UX and UI design
- Wireframes
- Website style guide
- Conversion optimisation
The ask
Jack O’Neill opened his first surf shop in San Francisco in 1952 and went on to build one of the best-known wetsuit and surfwear brands in the world. O’Neill already ran on Shopify Plus, but the design and the shopping experience had fallen behind the brand.
They asked us to lead the redesign: the user experience, the visual design, and a system their in-house team could keep using long after launch.
Tech partners
- Shopify Plus
- Shogun
- Afterpay
The solution
We started with the brand itself: the archive, the photography and the way surfers talk about O’Neill. The new design is clean and modern, puts big imagery up front, and stays true to the brand guidelines.
We designed mobile first and built everything as modules. Banners, product grids, calls to action and promotional blocks can be mixed and rearranged, so the team can build new campaign pages on their own while the site stays consistent.
Modular design
A library of reusable blocks for calls to action, imagery, product grids and promotions.
Navigation
A menu that makes a very large catalogue easy to get around, whether you are after a wetsuit, a pair of boardshorts or a gift.
Product pages
Free shipping nudge
The mini cart shows how close a shopper is to free shipping, which gives people a reason to add one more thing.
Collections
Filters for size, colour, category and more, so shoppers can find the right product without scrolling through everything.
