An elevated eCommerce experience that brings global brand growth

Bringing global brand growth to Nixon through eCommerce


eCommerce Website Design

In 2014, we partnered with Nixon to establish a digital strategy and design language for its eCommerce platform. Due to some strategic and technical initiatives, Nixon migrated the experience to Commerce Cloud (Demandware), resulting in some things evolving with our collaborative vision, creative direction, and design language remaining intact.

Nixon Watches Surfer Overlooking Ocean

Background

A partnership for the ages

Nixon is a premium lifestyle and accessories brand, bridging the the gap between California surf culture and functional fashion. Over the years, Nixon has attracted a dedicated fan following, and the once small watch brand has become a global lifestyle brand in over 90 countries.

We teamed up to deliver an on point eCommerce platform worthy of its new stature. Our name is built on bringing the human experience to award-winning, consumer-facing digital. The partnership was sound, and the results speak for themselves.

Results

  • 10%
    Increase in Average Order Value
  • 50%
    Increase in Pageviews
  • 85%
    Increase in Conversion Rate

Awards & Recognition

  • Webby Awards: 2016 Site of the Year

    Shopping / eCommerce

  • Webby Awards: 2016 Nominee

    Best Practices

  • Webby Awards: 2015 Honoree

    Shopping / eCommerce

  • Webby Awards: 2015 Honoree

    Best Practices

  • Awwwards: 2016 Site of the Year

    eCommerce

  • Awwwards: Site of the Day

    Site of the Day / 2015

  • Pixel Awards: 2015 Site of the Year

    eCommerce

  • Addy Awards: 2015 National Silver

    Websites

  • The FWA: Site of the Day

    Site of the Day / 2015



The Story

A shared obsession for detail

Nixon is a brand with an indisputable reputation for world-class design; its pride for the smaller things should not be overlooked though, because it’s Nixon’s watchful refinement and obsession for detail that makes its name. We share these values with them and our two teams joined as one to establish a digital strategy and creative design direction for the new platform.

After taking the time to learn Nixon’s core brand values, we designed in the style of its roots, philosophy, and future ambitions. Our focus was on striking photography that demanded attention and on minimal design that deserved attention. Crucially, we brought the Nixon brand centerstage throughout.

Nixon eCommerce Web Design Case Study Homepage Design

Global & local: no compromise

A globally emerging brand needs a flexible framework at the base of its strategy. We created dynamic modules that change depending on region, which achieves brand consistency and strategic flexibility at the same time. Partnering these two qualities takes thinking and hustle, but when they come together and it works, the brand can market specific brand content, product offers, and brand messaging on one digital platform, globally and locally.

Mobile Minded

Millennials and fashion-inspired consumers like to browse on their mobiles, and they expect the mobile experience to be as good as desktop. If people want to use their mobile phone to shop, our sites are designed accordingly. Our mobile designs aren’t scaled down from our desktop design; they are created deliberately and uniquely, with absolute focus on every responsive element.

Nixon eCommerce Web Design Case Study Mobile Responsive Design

Product focused

Throughout the eCommerce experience, the product never falls from focus. This is product storytelling. After research led us to understand the rich narratives around the inception and development of Nixon products, the pairing of product and experience was a seamless one. The strategy and design brings its craftsmanship, attention to detail, and distinct personality to the fore.

A revolutionary human experience

We strive to make the complex, simple, and sometimes that means reinventing and revolutionizing the standards. Throughout the digital platform, we crafted a number of intuitive and entertaining firsts in eCommerce.

Driving transactions is all about focusing on how people interact with the platform. We put the product centerstage at all times; the user can easily view their preferred products and add to cart instantly, with features, benefits, and brand-values always available.

The path to purchase

A major contribution to a successful eCommerce process is the pathway from browsing to purchase. We designed intuitive shopping interfaces with multiple paths to purchase, subject to customized content for each person and particular season. Search is much improved and the entire site is SEO-strong, ensuring the customer is always informed and excited about the brand.

Nixon eCommerce Web Design Case Study Customized Content Image
Nixon eCommerce Web Design Case Study Search Bar Utility

Search Flow

Search is far superior and the entire site is SEO-strong, ensurung the customer is always informed and excited about the brand, with a clear pathway to purchase.


Nixon eCommerce Web Design Case Study Personalized Shopping Image

Personalized Shopping

When making purchasing decisions, a consumer might find any number of details intriguing enough to prompt a purchase. The product detail pages provide a rich experience, where each product purchase tile follows down the page to ensure that users know exactly what they are looking at and purchasing.

Nixon eCommerce Web Design Case Study UGC Image

User Generated Content

Social proof has become synonymous with product reviews. A picture is worth a thousand words and with Nixon's strong social presence, the integration of this content was an important inclusion within our design. Organic content has shown to increase conversions, and we built the site structure on that fact.