King of Watersports

The Challenge

King of Watersports had evolved into one of the UK’s largest watersports retailers, but the website was struggling to keep up. A growing product range, seasonal demand and international customers had turned navigation and content management into a daily headache. Customers found it harder to discover the right products, while internal teams were limited by a rigid structure that slowed updates and campaigns.

The brief was clear. Make the site easier to use, easier to manage and ready to scale.

Understanding the Problem

We began by analysing user behaviour, search data and conversion paths. The issues were consistent. Too many clicks to reach products, unclear category structures and little connection between editorial content and commerce.

Close collaboration with the client at this stage was key. Regular check-ins, shared reviews and open feedback ensured insights were aligned with real business needs from the outset.

Designing the Solution

Rather than a surface refresh, the focus was on solving the real problems through structure and experience design.

The information architecture was rebuilt to simplify navigation and improve product discovery. Key journeys were reduced and refined so users could move from landing page to product with minimal friction.

Working in constant and close communication with the King of Watersports team, design decisions were reviewed and shaped together at every key stage. This collaborative approach allowed ideas to be tested quickly, refined confidently and delivered without surprises.

Content and commerce were brought closer together. Using WordPress and WooCommerce, we created flexible templates that allowed the team to launch campaigns, guides and seasonal content without relying on developers.

The design system prioritised clarity, performance and consistency across devices. Localisation features supported international growth while keeping the experience coherent and manageable.

The Result

The new site delivered a faster, clearer shopping experience that worked for both customers and the internal team.

Traffic increased by over 50 percent, engagement improved and users spent longer exploring products and content. Internally, teams gained confidence and control, publishing campaigns quickly and adapting to seasonal peaks with ease.

Most importantly, the website now supports the brand’s ambition rather than holding it back. A practical, scalable ecommerce platform shaped through partnership, built for growth and real people, not just good looks.