01 The Concept & Story

• Background: SKI4YOU’s previous website was outdated, presenting both aesthetic and functional challenges that hindered user engagement and e-commerce success. The project was initiated to modernize the website, making it relevant and competitive in today’s market.

• Inspiration: The redesign drew inspiration from leading e-commerce platforms, focusing on user engagement, visual storytelling, and streamlined user experiences that facilitate effortless navigation and interaction.

• Target Audience: Ski enthusiasts and winter sports participants seeking a seamless online shopping experience for high-quality skiing equipment and accessories.

02 Key Features & Functionality

In the redesign of the SKI4YOU website, I focused on developing a series of innovative features that not only enhance the aesthetic appeal but also significantly improve functionality and user engagement. Each feature was carefully crafted to address specific user needs and business goals, from simplifying navigation to enhancing the shopping experience. Below, I’ll detail the standout features of the website, showcasing how they contribute to a seamless user journey and ultimately, higher conversion rates.

(A) Dynamic Homepage Layout

The homepage is designed to be rich yet clutter-free, featuring a video slider, bestsellers, distinct categories for male and female products, and a daily product spotlight. The layout aims to increase brand awareness and conversion rates by showcasing the best products and deals.

(B) Header Functionalities

The header is enhanced with interactive animations for search and shopping cart functionalities, offering product suggestions to enhance user experience and ease of purchase.

(C) Collection Page Design

Collection pages are designed with clarity and user-friendliness in mind, featuring expandable filters, SEO-optimized text about the brand or collection, and strategically placed cross-sell opportunities.

(D) Detailed Product Pages

Product pages include a collage photo gallery, prominent product titles, variable options, and a visible count of remaining stock, so a buyer can see availability before committing rather than discovering it at checkout. Additional selling points like same-day shipping, easy returns, and FAQs are also highlighted to reinforce buyer confidence.

(E) Interactive Product Views

An expandable product view appears in the corner of the screen on product pages when users scroll down. This feature ensures that purchasing options are always visible, enhancing the likelihood of conversion.

03 Results

The rebuild ran across two full winter seasons, measured in GA4 against the previous store as baseline.

• Monthly orders grew from 6 to 175 at seasonal peak, a 29× increase on the pre-rebuild baseline.

• +78% year-over-year revenue across the first full season on the new store.

• Return on ad spend reached 1,507%, planned around the seasonal demand curve rather than run flat across the year.

• Store conversion rate moved from 0.4% to 1.9%, the single metric I owned through the rebuild.

• Average order value rose 22%, attributable to the cross-sell placements on collection and product pages.

04 What testing changed

Two findings from moderated sessions with returning customers changed the design rather than confirming it. The first: people could not tell which of two visually similar skis was the one they had been recommended, because the product title carried the model name but not the discipline. Titles were restructured to lead with what the ski is for. The second: the expandable product view that follows the user down the page tested as intrusive on mobile, where it covered the size selector at exactly the moment people needed it, so on mobile it collapses to a single bar instead of a card.

The stock counter was the decision I went back and forth on. Showing remaining units genuinely helps someone decide whether to wait for a sale on a size that has four pairs left. It stops being helpful the moment the number is not true, so it is wired directly to Shopify inventory and disappears below a threshold rather than counting down to zero.