Designed a smarter buying experience for the surf community.
Boarders Surf Shop has a website without e-commerce, limiting sales and convenience.
No way to purchase online.
Lost revenue during the pandemic.
Surfers needed faster access to gear.
Missed opportunity to reach a broader audience.
Problem
Insights
Users want quick, seamless purchasing (buy online pickup in store).
They shop online when items aren’t available locally
Product discovery was unclear, e.g., eco-friendly or good for cold water, etc.
Community and local events are a core part of their experience- needed more of a voice.
Solution
Integrated e-commerce into the existing site while preserving a community feel:
Added Shop to navigation.
Simplified product categories & filtering.
Streamlined checkout flow.
Redesigned events page with calendar view.
Results
Users can complete purchases more easily.
Improved product findability.
Faster event discovery.
New revenue channel beyond the physical store.
Impact: A seamless bridge between online shopping and the local surf community.
Improved product discovery in global navigation for 4M+ monthly users.
Removed currency barriers for international shoppers.
Led data driven design of a compatibility tool for power users.
Branding redesign for a classic Italian fashion brand.