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Alterra Mountain Co
5.11 Tactical
Southbay Board Co
Compex
Injinji
Injinji Case Study
Find Your Path
Overview
Creating a Better Digital Experience
Injinji, the performance toe sock brand, partnered with Digital Operative to launch a new ecommerce experience for consumers that focuses on better product education, interactive merchandising, and social proof.
Our Role
- Ecommerce Strategy
- User Experience (UX)
- Visual Design
- Creative Direction & Photography
- Magento 2 Open Source Architecture & Development
Ecommerce Strategy
A Strategic Approach to Growth
Before we start implementing a solution, we need to know for whom the solution is created. Our first step is creating personas. Personas are valuable in bringing to life generalized representations of a brand’s audience, and at the same time, providing guidance to our creative process. These personas are created by combining primary and secondary research of the market, the vertical, and the existing customer base.
User Experience (UX)
Ensuring a Streamlined Customer Journey
This phase of the strategy and planning process involves the creation of user flows and responsive wireframes. Our team rebuilt Injinji’s category/subcategory/attribute structure and looked at how we could improve the information architecture (IA) to make the site more scalable and user-friendly, and ensure that products were easily searchable.
linkVisual Design
Using Design to Guide Customers
Our creative exploration phase begins with design analysis, which includes reviewing competitors in the marketplace and the latest design landscape. At this point, our team starts to gather inspiration and begins to formulate a specific direction for the brand’s new look and feel to effectively drive consumers through a desired journey.
Product Photography
The Power of Meaningful Imagery
We created a product photography solution and provided creative direction and support during photography shoots. Our team conceptualized Injinji’s new technique for creating a cast of the ankle and foot to allow them to really emphasize various attributes of the product.
linkMagento 2 Open Source Architecture & Development
Online Innovation
For a brand that strives to provide products of the highest quality and performance, it was essential that Injinji’s digital presence provide the same attributes online. This was achieved through a fully responsive and interactive website on Magento 2 Open Source, featuring high quality imagery, enticing content, and an ecommerce experience that captures the brand’s core values and personality.
The Outcome
Accountable for Our Results
Digital Operative successfully replatformed Injinji to Magento 2 Open Source, restructured their ecommerce strategy, and ultimately redesigned their entire digital presence. The result was a multi-award winning website that won a Davey Award and a Web Award. With tangible proof of our success (see below), we are confident that we helped Injinji produce an ecommerce experience that better captures the brand’s core values and personality
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The Injinji team worked with Digital Operative (DO) to upgrade our site to Magento 2 Open Source, and continue to work with DO for monthly development support. DO took the time to learn about our product, target market and culture which was executed and carried through to our new site in a way that exemplifies the quality of our brand. Since launch, we’ve experienced an increase in average order value and revenue both overall and on mobile, and much of that can be attributed to the quality of DO’s work and the flexibility of the Magento 2 Open Source platform.
Claire Kooperman
Brand Manager
Royal Robbins
Royal Robbins Case Study
Spirit of the Outdoors
Refreshing an Ecommerce Experience
Tasked with developing a new online user experience for Royal Robbins, the team at Digital Operative sought to build and design an ecommerce site that would strategically highlight product benefits and build brand confidence among an older, affluent target audience.
Our Role
Website Design and Development
Online Innovation
When developing Royal Robbins’ new site on the Magento platform, Digital Operative focused on ensuring ease of use, specifically when browsing products and using the site navigation. Mature consumers are quickly adapting to technology and the ecommerce world, so a streamlined online experience was essential for the brand’s growth.
Visual Design
Creating a Design That Tells a Story
In order to optimize the site for Royal Robbins’ target audience, Digital Operative had to adapt new technology to meet the preferences of older consumers. This meant clean design, easy to read fonts, and lighter color palettes. In addition, mature consumers typically spend more time researching prior to purchase, so concise product descriptions and vivid imagery were also key components.
Compatibility Across All Devices
Older consumers often have more time to browse and shop online (think retirement) and have money to spend on technology. Digital Operative sought to bring Royal Robbins’ new user experience directly into the hands of these consumers by optimizing the site for all sized devices – mobile, tablets, desktop monitors, etc.
The Outcome
Accountability For Our Results
At the onset of this project, Digital Operative completed a comprehensive data and customer analysis, including a look at the brand’s initial online analytics, target market demographics and behavior, customer pain points, and more. The teams at Digital Operative and Royal Robbins then partnered together to develop, implement, and successfully launch an innovative online experience targeted specifically to the brand’s mature target audience with a goal of increasing ecommerce revenue and online brand awareness.
GSI Outdoors
GSI Outdoors Case Study
Designed For
Your Adventure
Creating a Digital Presence
Digital Operative was brought onboard by GSI Outdoors to create a digital presence – specifically, to build a visually appealing and user-friendly website that would facilitate an increase in revenue for a brand that previously relied on partners’ digital channels rather than their own.
Our Role
Website Design and Development
Online Innovation
Digital Operative developed the GSI site to seamlessly guide consumers through the process of choosing products to fit their specific outdoor needs. Through visually appealing design, the site welcomes visitors and guides them in and around the page.
Content Development
Telling a Story
A common theme among GSI consumers is their passion for the outdoors. Digital Operative was committed to carrying this theme throughout all aspects of content development, showcasing travel destinations and different activities for both individuals and groups. In every blog post and product description, the Digital Operative team drove home the importance of quality, adventure, community and genuine passion for the outdoors.
eCommerce Store Management
A Streamlined eCommerce Experience
As GSI’s full-service digital partner, Digital Operative even assisted in managing their ecommerce store, including implementation of coupon codes, order processing and settlement in conjunction with the GSI Customer Service team, and coordinating order shipments in conjunction with the GSI Logistics and Customer Service team.
The Outcome
Accountability For Our Results
Digital Operative designed GSI Outdoors’ new website to seamlessly guide consumers through the process of choosing products and enhance their ecommerce experience. Digital Operative finished the project confident that objectives and goals had been met, and that a digital presence had been created that would ensure a profitable future for GSI.