Case Knives Website

After solely relying on retailers for decades, Case Knives (founded in 1889) decided to sell directly to consumers with their first e-commerce website. Sales hit $1 million in the first year. By year three, that amount had tripled.

PRIMARY PAGES

Home

Designed to showcase new products and announcements, help consumers into the purchase process, and share the brand story.

Product Detail

Each knife has a unique story, so the product detail page was designed to honor each style and make it easy to explore the vast options available for a single product.

Product Listing

With hundreds of unique products, the listing page needed to guide users to their desired knife easily and quickly. A database of over 900 SKUs and all their many features was hand-built to create a robust sorting and filtering process.

PROCESS

Personas

Selling direct for the first time required a nuanced understanding of who potential customers could be and what their needs were.

Site Hierarchy

Product categories for this brand did not exist prior to this website, so creating a grouping system that aligned with user needs was vital to building an organization structure that improved usability.

Wireframes

When working with a client on their first e-comm website, wireframes were key to sharing strategy and vision for a finished product.

Style Guide

Because the client would be handling new product additions and minor updates to the site, a set of design and hierarchy guidelines helped maintain the site’s consistency until the next update.

RESPONSIBILITES

Lead UX

Led the team through the full process of planning, discovery, and strategy through to design, development, and site launch. Working with a brand that was entering the e-comm field for the first time required careful planning and clear communication. After two years, we reengaged to optimize the site and add additional features.