Nixon

ProjectFocus

Fashion+Apparel
Retail+eCommerce

Nixon

/ Overview

nixon.com — An eCommerce rebuild at the crossroads of culture and craftsmanship.

Digital Strategy
Experience Strategy
Content Strategy
Content Guidelines
Creative Direction
UI/UX Design
Accessibility + SEO
Style Guide
Creative Engineering
Technical Consulting

Challenge

Nixon is a lifestyle accessory brand that bridges the gap between surf culture and premium fashion. Throughout the years, Nixon has attracted a dedicated fan following, and the once small watch company has become a global icon with a presence in over 90 countries.

Building off its unique style and technical craftsmanship, Nixon started to break out of its Californian surf niche and evolve into a ubiquitous fashion company. With this transition under new leadership, the Nixon team asked us to assist them in globalizing their web experience with a new eCommerce platform.

Approach

As it built a name for itself, the Nixon brand became the strongest aspect of its business. We saw an opportunity to help broaden its audience by strategizing and designing an eCommerce experience relevant to today’s consumers. Although its site changed with time, we put a system in place to inform current and future iterations.

Accolades/Press

The Webby Awards — Site of the Year — eCommerce/Shopping — 2016
The Webby Awards — Nominee — Best Practices — 2016
Awwwards — Site of the Year – eCommerce/Shopping — 2016
Pixel Awards — Site of the Year – eCommerce/Shopping — 2015
The Webby Awards — Honoree — eCommerce/Shopping — 2015
The Webby Awards — Honoree — Best Practices — 2015
American Advertising Awards — Silver — Interactive — 2015
Awwwards — Site of the Day — 2015
The FWA — Site of the Day — 2015

Play

00:00/00:00

Results

Increase in Conversion Rate
85%
Increase in Page Views
50%
Increase in Average Order Value
10%

BASIC/DEPT®

/ UX Strategy

Experience Design

Nixon boasts an unparalleled eye for design. Obsessed with the fine details, it’s the company’s meticulous approach that has bolstered its reputation.

After taking the time to understand its core values, we crafted an experience that brings the Nixon ethos centerstage through purposeful interactions and tastefully curated content.

Responsive Design

Creating a fully responsive, mobile-minded experience.

To avoid losing primary features when downscaling from desktop to mobile, we adapted our designs through a responsive layout that automatically restructures both content and functionality.

User Interaction

Driving engagement through intuitive interactions.

We streamlined the shopping flow by bringing swipe gestures to product tiles, inviting consumers to explore different products and finishes. This strategy was implemented across desktop and mobile to reduce bounce rates and improve the overall user experience.

Product Discovery

Facilitating various paths to purchase.

To turn shoppers into buyers, we set out to rethink the Nixon.com sales funnel. We focused on uniting engagement and product exploration to increase conversion and brand loyalty.

The site accommodates multiple purchase paths based on desire and consideration. An improved search feature highlights relevant products, while SEO-friendly content advances product knowledge.

Product Presentation

Crafting story-led product detail pages.

Detail and emotion inform purchase decisions, so we wanted to give the Nixon team a chance to tell rich product stories.

The new page layout communicates Nixon’s handiwork and attention to detail. Its flexible system enables the team to author product-specific pages with ease.

Shopping Utilities

Rooting the customer journey in utility.

Nixon’s new digital storefront has been completely overhauled for convenience—featuring an intuitive dealer locator, dynamic cart, and predictive search tool.

Additionally, we integrated social commerce and personalized reviews to deliver relevant product recommendations to users.