Case Study - Smith


  • Visual Design
  • UX Design

The Brand

Smith makes awesome gear for serious fun. Their sun, surf, snow, and speed culture is seriously active and super social. The brand, athletes, and customers all have a lot to share and aren’t shy about it. It’s a nonstop vibe that revels in going big while still caring about the details.

Smith Brand

The Concept

Young, energetic, and passionate about a select set of outdoor activities, Smith customers exhibit strongly tribal connections with the brand and each other. We wanted to showcase this Smith society, so we mingled content and product throughout the desktop and mobile versions of the site, with a prominent mix on the homepage and a lively content hub for each community.

Smith Design Concept
Smith Mobile

The Highlights

Much like Smith gear itself, the standout features here are in the details. To tackle the fact that it’s always summer or winter somewhere, we incorporated a geo-locating climate toggle into the middle of the homepage. To handle the multi-colored nature of their product, we created a color wheel filter to replace the standard swatches. And to aid in education of their technology, we designed an open, focused Tech section that clearly and boldly tells each feature’s story. After the redesign, the site saw 20% YOY growth in revenue and a 30-35% increase in conversion.



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