Case Study

O’Neill Catches the Mobile Ecommerce Wave

us.oneill.com
Irvine, CA

Today, mobile and tablet traffic to the O’Neill ecommerce site represents half (49%) of all visits and 30% of revenue.

It’s easy to say you think/design/implement mobile first. It’s popular even. But when you’re working with active retail sites, the transition to mobile first is typically just that, a transition. You rarely have the luxury to wake up one day and simply start over.

O’Neill is a great example of a brand that is constantly transitioning. Maybe evolving is a better word. In 2012, we helped O’Neill launch one of the very first fully-Responsive Magento sites in response to an ever increasing audience. The new site helped them experience significant gains in mobile use and revenue and has continued to evolve ever since. Today, mobile and tablet traffic to their ecommerce site represents half (49%) of all visits and 30% of revenue.

These statistics make it clear just how important mobile devices are to friends and fans of the water/sportswear brand. It makes sense to introduce rapid evolution to the sure and steady kind now and then.

Introducing Rapid Evolution

We recently launched a redesigned site for O’Neill’s U.S. store. The new experience truly was developed mobile first. Key usability and readability improvements include new navigation and fonts, as well as a focus on content hierarchy that preserves visual weight through a wide spectrum of screen sizes.

screenshot

We wanted the new site to have both purpose and soul on the smallest screen through the largest.

The goal wasn’t simply to make the site usable on phones, however. The goal was to maintain the soul of the site on all screens. O’Neill is a lifestyle brand, and the site needs to convey that regardless of what device it’s being viewed on.

There is an all too common look that Responsive sites seem to be conforming to. Common patterns are often implemented without considering the site’s purpose or the audience’s expectations. We didn’t want that.

oneill.blog_.1

oneill.blog_.2

There is an all too common look that Responsive sites seem to be conforming to. Common patterns are often implemented without considering the site’s purpose or the audience’s expectations. We didn’t want that.

Take a look. Start on your favorite mobile device. We think you’ll agree, this one is meant to do more than just pass the mobile-friendly test.

Services Provided

  • A/B Testing
  • Discovery
  • HTML/CSS
  • Interaction Design
  • Interface Design
  • Magento Integration
  • Magento Plugin Development
  • Responsive Web Design
  • Strategy