We have been working with Blunt Umbrellas for several years to help incrementally improve the look-and-feel and customer experience of their ecommerce site. The main goals in the recent phase have been around visual polish and making it really easy to navigate the full range of products without leaving the product page.
Our goal with this design refresh was to focus heavily on usability. We wanted to see how far we could go with enabling visitors to browse the entire umbrella range from above “the fold” on the product detail page.
The result is really great in that visitors can browse through all umbrellas without needing to go back to the collection overview.
They can see the key attributes that differentiate the models and can jump back and forth between the models to compare specs and pricing without leaving this page.