A UX and UI redesign for Wota American Shop, a marine and outdoor retailer in Doral, Florida, on Shopify: new navigation, product and blog templates and a responsive design system. The store has since closed; the design work stands.
- Client
- Wota American Shop
- Year
- 2023
- Timeline
- Shipped June 2023
- Industry
- Marine and outdoor retail
The challenge
Wota sold sailing gear, apparel and outdoor equipment from Doral to customers across the Americas. The Shopify store had grown by accretion: a navigation that mixed brands with categories, product pages that hid the specifications buyers compare, and a mobile experience that lost the catalogue below a long hero.
What we built
We rebuilt the information architecture around how people shop for gear, brand first for the loyal and category first for the rest, and designed a Shopify theme to match: a home that gets to the catalogue in one scroll, product pages with specifications and add-to-cart in view on mobile, a blog and campaign template for the brand's sailing stories, and a type and colour system that could stretch from technical gear to apparel.
Key features
- Information architecture: brand and category paths
- Shopify theme design, desktop and mobile
- Product pages with specifications in view
- Blog and campaign templates
- Type and colour system for gear and apparel
Results
The redesign shipped on Shopify in mid 2023 with desktop and mobile templates for home, collection, product, blog and campaign pages. The business closed later; the design remains ours to show.
Stack
- Shopify
- Figma
Gallery
Mobile templates: product, blog and contact
The home hero on a desktop screen
The operator note
A redesign is a catalogue decision before it is a visual one. The brands-versus-categories question decides the menu, the filters, the URL structure and half the SEO, so we settled it with the owner on day one and designed from there.
