Challenge: Determine what changes can be easily made to structure, design, process and organization to improve site usability, branding and foster community. Create an enjoyable, user-friendly experience for a loyal, yet demanding, economically desirable target audience.

Assessment: The current site has grown into its current state from several years of adding features and making minor updates without revisiting the problems that it contains in user interface and branding. The difficulty in improving the usability in-house is the result of a misperception that the users of the site understand its logic and structure as much as the staff, who’ve grown accustomed to it.

Solution: Organize on-screen real-estate in a more logical, user friendly layout. Improve up-sell and cross-sell conversions with accessories and product recommendations. Organize information so that path of action is clear while maintaining a balance between salesmanship and community. Simplifying site structure and displaying products in a more effective manner create an ease-of-use that works for customers, enabling quicker more efficient transactions, more repeat visits.