Sep 19 2014

Columbia Sportswear Company Launches Four Brand Sites Designed by LiveAreaLabs

LiveAreaLabs designed new sites for Columbia, Sorel, Mountain Hardwear, and Montrail.

The Columbia Sportswear Company, in partnership with LiveAreaLabs, recently launched digital flagships for four of the brands within the company‚Äôs family. Designed simultaneously, the four fully responsive ecommerce websites represent full digital refreshes for Columbia, Sorel, Mountain Hardwear, and Montrail.

From conception, there was a focus on achieving efficiency across the four sites through systematic user experience design. To begin, several initial concepts were created that incorporated a number of interchangeable modules. Then rigorous rounds of rapid prototyping, user testing, and design refinement ensured the final experiences would be both bold and intuitive.

Ultimately, the modular approach was deployed selectively. Technology pages and Olapic social integration are primary examples of shared elements. To balance that efficiency with independent expression, however, a unique design concept was chosen for each brand. As a result, the sites connect quickly and strongly with their respective core customers. The Sorel site, for example, emotes a luxury fashion aura, while the Mountain Hardwear site demonstrates a commitment to empowering outdoor athletes to live boldly. More tactical extensions of the different concepts include the shop-by-benefit section for Columbia versus a more confident shop-by-activity module for Mountain Hardwear.

Built on the Demandware Commerce platform, the sites were all designed responsively. Delivering high usability and visual appeal across mobile, tablet, and desktop devices is imperative for most brands, and even more so for the Columbia family and their active, outdoor customers. Compelling translations of the brands, these four flagships position the Columbia Sportswear Company at the forefront of its industry.