Gear & Tackle for Salty Sailors.
Vintage Fish Company is a lifestyle brand serving saltwater anglers across North America. Headquartered in New Castle, NH. They were founded by a fisherman to celebrate the challenges, adventures and the life of the fisherman. After a recent brand update, they began offering a range of equipment and apparel, and tours ranging from short fishing expeditions to Whale watching, they have it all.
Industry: E-Commerce
Domain: vintagefishcompany.com
UX and Web Design performed as part of a collaborative, team effort during tenure at Bytes.co.
Design Challenge
Vintage Fish had an aging eStore from the early 2010’s and wanted to use their new product expansion, adding a women’s and accessories line to their traditional men’s brand offerings, as an opportunity for a website redesign. Their marketing goals included an increase in conversions, and to drive the traffic to the the new product categories, and hopefully build brand loyalty through authenticity. They wanted the experience to elicit a coastal ocean feel while staying true to their existing rugged lifestyle clothing branding.
How We Delivered
Information architecture can be a tricky thing, so we organized their products into more logical taxonomies and redirected back links and search results to accommodate for lost search ranking. The menu was updated to drive to the main sections, and hidden pages were brought combined or brought to top-level.
Content on pages were adjusted to better reflect marketing goals. The homepage has clear calls to action directing users to product category pages, and now includes popular products below the fold so users can quickly engage. The product page now includes related products, incorporate new and higher resolution product photography, and each product now includes product descriptions to engage the user.
Incorporating iconic regional location photography and a masculine ocean-side aesthetic, the design employs large full-width photos and blocks of solid color, along with strong sans-serif typefaces, help to build a lifestyle brand reminiscent of a more rugged and mature Abercrombie & Fitch.
