To adapt the brand to a more modern and up to date look & feel, while maintaining the brand spirit and respecting its heritage.

Machinas translated the basic design elements into a functional and versatile modular system with a focus on online usability and a simplified and cleaner look. The modules can then be used to build a vast variety of pages quickly and with minimal effort.

Modular System
Machinas translated the basic design elements into a functional and versatile modular system with a focus on online usability and a simplified and cleaner look. The modules can then be used to build a vast variety of pages quickly and with minimal effort.

Online Look&Feel
The overall look has been simplified to be clean and focusing on the products with bigger images. Distractions and obstacles have been removed so the products and their features are the protagonist of the online shop.

Navigation
The sitemap has been optimized and Machinas created hubs for different categories to offer a better guidance for the user towards their path to purchase.

The new design gives the online shop a fresh and modern look that transmits the original outdoor spirit of the brand. It reduces noise and the products and their unique features and technologies have been put into the spotlight.

The customer journeys have been optimized by offering more guidance through product finder and distribution pages.

‍The efforts show in an conversion rate even with only a partial launch of the new design and positive feedback from internal and external users.