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From Trails to Transactions: Redesigning Goodwynns' Shopify Store for Outdoor Lovers
Goodwynns is a mountain general store located on Mt. Hood, Oregon, offering a curated selection of ski, snowboard, bike, and fishing equipment, alongside gifts, local food, and beverages. Rooted in the outdoor culture and built on a legacy of serving adventurers, Goodwynns also acts as a community hub for outdoor enthusiasts. However, their previous website struggled with an outdated design that didn’t reflect their vibrant brand or meet the growing needs of their customers.
Partnering with Arctic Grey, Goodwynns set out to revamp their online presence by introducing a membership program, developing location-based landing pages, and creating a sleek, user-friendly e-commerce platform. The redesigned website seamlessly integrates with their Lightspeed POS system, supports their unique pricing model, and enables an affiliate program, all designed to deliver a streamlined and engaging shopping experience for their customers.
100%
100% increase in conversion rate through enhanced navigation.
112%
112% in increased sessions that reached checkout as a result of a streamlines checkout process.
95%
95% Increased AOVafter adding upsell offers.
The Challenge
The challenges faced by Goodwynns were multi-faceted, requiring a comprehensive approach to resolve. They struggled with connection issues between their rental platform, POS system, and inventory management, leading to inefficiencies and operational bottlenecks. Additionally, integrating a membership program with custom pricing posed significant hurdles, as it was crucial to ensure these prices were not overridden by their existing systems. Their diverse product catalog further complicated matters, with items designated for pick-up, membership exclusivity, or rental-only use, making it essential to create clear distinctions while maintaining a seamless shopping experience.
The Solution
Our partnership with Goodwynns commenced with an understanding of their unique needs and goals. In optimizing their site and overall customer experience, we achieved the following milestones:
User Experience (UX) and User Interface (UI) Improvements: Redesigned the site with intuitive layouts, optimized navigation, and user-friendly designs to create a seamless and visually appealing experience for customers.
Membership Integration: Implemented a membership program to foster customer loyalty, enhance retention, and offer personalized benefits, adding value to the shopping experience.
Dynamic Product Detail Pages (PDPs): Designed flexible PDP templates that vary based on product categories, ensuring each page highlights unique features while maintaining brand consistency.
Integration with Bike Rental Manager: Connected Goodwynns’ website with their Bike Rental Manager system, streamlining operations and creating a frictionless experience for customers renting bikes.
Mega Menu Navigation: Developed a mega menu structure for improved site navigation, making it easier for customers to explore products and access key information quickly.
Location-Based Landing Pages: Created tailored landing pages that cater to specific locations, ensuring customers receive relevant and localized content for an enhanced shopping experience.
A Truly Diverse Range Of Action
Arctic Grey collaborated with Goodwynns to elevate the user experience across both mobile and desktop platforms. By optimizing the site’s performance, improving navigation, and creating a seamless checkout process, we successfully enhanced customer satisfaction and improved Conversion Rates (CR), showcasing the impact of our partnership.
Mobile First: We implemented a highly flexible and user-centric mobile navigation system for Goodwynns, designed to prioritize ease of use and adaptability. Categories, content, landing pages, and products were made fully customizable for placement within the navigation. This dynamic setup allowed for the seamless inclusion of seasonal categories, product types, and concerns, each with intuitive subcategories. Featured products and links could be easily updated to reflect the latest priorities, ensuring relevance and engagement.
Optimized UX: Our work with Goodwynns resulted in a seamless and cohesive user experience (UX) tailored to outdoor enthusiasts. By refining navigation, enhancing mobile and desktop designs, and implementing consistent templates for category and product detail pages, we streamlined the shopping journey while maintaining a rugged yet premium aesthetic. This unified UX not only improved customer satisfaction but also boosted engagement and conversion rates by eliminating friction points and providing a clear, intuitive path from product discovery to checkout. The transformation reinforced Goodwynns’ reputation as a trusted destination for high-quality outdoor gear, ensuring their online presence reflects the durability and performance their products are known for.
Membership Program Implementation: We introduced a robust membership program for Goodwynns, providing outdoor enthusiasts with exclusive benefits tailored to their needs. Customers can sign up as members to unlock special discounted pricing, early access to new product launches, and exclusive promotions. This initiative not only enhances customer loyalty but also encourages repeat purchases by offering tangible value to members. By seamlessly integrating the membership program into the shopping experience, we created a frictionless enrollment process, ensuring customers can easily access their benefits at checkout. This strategic enhancement strengthens Goodwynns’ community of adventure seekers while driving long-term engagement and revenue growth.
Arctic Grey UI/UX Design Approach.
A seamless desktop user experience is crucial for keeping visitors engaged and driving conversions. For Goodwynns, we focused on creating an intuitive and visually compelling shopping experience by refining navigation, optimizing filtering options, and implementing a responsive design that adapts smoothly to different screen sizes.
To reinforce brand identity and trust, we maintained consistent branding across the site, incorporating cohesive colors, fonts, and design elements. A clean, well-structured layout with strategically used white space ensures that content remains easy to digest, guiding users naturally through their shopping journey. Bold, attention-grabbing call-to-action buttons further enhance usability, encouraging engagement and driving higher click-through and conversion rates. This thoughtful approach ensures that outdoor enthusiasts can effortlessly explore and purchase high-quality gear, making their online shopping experience as smooth as their next adventure.
For Goodwynns, we crafted a mobile experience that prioritizes speed, simplicity, and ease of use. With a mobile-first approach, we streamlined navigation, optimized filtering, and ensured a touch-friendly design, making it effortless for users to browse and shop on any device. Fast load times and a clutter-free interface keep customers engaged, allowing them to find what they need quickly.
To enhance usability, we focused on clear product imagery, bold call-to-action buttons, and a layout that adapts seamlessly to smaller screens. Consistent branding and thoughtful use of white space create a visually appealing experience, while an optimized checkout process reduces friction, increasing conversions and customer satisfaction.
The Results
Goodwynns' new mobile-friendly experience has boosted site engagement and sales, leading to higher conversion rates and an increase in average order value (AOV).
Dynamic PDP templates were designed to adapt to different product categories, showcasing unique features while maintaining brand consistency, resulting in enhanced user engagement and higher conversion rates.
Goodwynns' membership program offers exclusive perks like discounted pricing, early access to new gear, and special promotions, creating a more rewarding shopping experience. By fostering customer loyalty and repeat purchases, it strengthens Goodwynns as a trusted destination for outdoor enthusiasts.
Built with Shopify Customizer
Accelerate your AOV with a dynamic Cart Drawer and gifting
UX for Cart Drawers
Effortlessly view cart contents and explore personalized upsell options with a sleek, sliding cart drawer. Keep browsing without interruptions—stay on the page you’re viewing and seamlessly continue shopping without detouring to a separate cart page.
Free Shipping and Gifting Options
Displaying free shipping thresholds encourages users to add more items to qualify, leading to larger orders. This is particularly effective in the cart drawer, where users can monitor their progress towards free shipping in real-time.
Recharge Subscribe & Save Option
Offering subscriptions through Recharge enhances customer loyalty and convenience by automating repeat orders, while increasing revenue with recurring purchases. This seamless integration with Shopify also allows merchants to customize subscription intervals, optimize inventory, and upsell related products for higher average order value.
Our Process
Discover
Define
Develop
Quality Assurance
Deliver
A/B Testing
01 Research
We start our partnership with a client with a kick-off call with a dedicated member of our Success Management team. There, we discuss the site in detail, UX and UI goals, any existing pain-points, and potential solutions. Our team of Success Managers have extensive knowledge of Shopify, and provide ongoing support and daily communication to our clients.
02 Branding
We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.
03 UX Design
From there, we dive right in to the branding and UX design with our talented team of designers. Our focus on delivering results has solidified our commitment to crafting the finest Shopify experiences through dynamic and beautiful UX and UI, and The Cashmere Sale was no exception.
04 UI Design
Our global team of developers are unparalleled in the pursuit of perfection of creating dynamic and responsive themes, that also allows a merchant the ability to manage their site through advanced customization features.
05 Development
We are multi-award winning Shopify Plus Design & Development Firm.
At Arctic Grey, we craft the most exceptional eCommerce solutions for Enterprise Merchants worldwide. Our commitment to excellence is evident in the overwhelmingly positive feedback from our clients, with over 500 Five Star Reviews.
06 Quality Assurance
Our talented Quality Assurance team test each element of a new site, from both a technical and user’s perspective. They are true perfectionists, and have extensive knowledge of UX and UI best practices on all mobile and desktop devices.
07 A/B Testing
AB Testing is crucial, and we are passionate about delivering excellence for our clients by using clear, data-driven results driving all decision making.
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Giana Moretti
Senior eCommerce Manager
Anthony Spallone
Co-Founder
Thiara Fernández
Account Executive
Caroline Jay
eCommerce Manager
Hugo Silva
Senior Solutions Architect
Maddie Schwartz
Senior Account Executive
Best Website Design 2022
Best Web Developers in New York 2022
Top Web Developers 2020
Top Web Developers 2024
Enterprise Shopify Plus
Best Development 2021
Top Digital Agency 2024
Best Shopify Agency
Best Support 2021
Engineering each solution
Arctic Grey employs an innovative approach to enhancing customer experience. Through targeted research, we’ve identified and addressed potential points of confusion in our product offerings. This allows us to refine the user journey, creating a more seamless and engaging shopping experience. Our insights will continue to guide future project developments.
Throughout this project, we have delivered and continue to provide the following services and benefits:
- Strategic Product Placement – Maximizes visibility and ease of discovery for customers.
- Email Marketing Optimization – Boosts engagement and drives repeat purchases.
- Custom Upsell Cart Drawer – Increases average order value with tailored recommendations.
- Fully Responsive Experience – Ensures smooth navigation across all devices.
- Site Speed Optimization – Reduces load times, improving customer satisfaction.
- CRO & AOV Optimizations – Drives conversion rates and revenue growth.
- Core Web Vitals Management – Enhances site health and performance metrics.
- 24/7 On-Demand Support – Provides continuous assistance for uninterrupted service.
- End-to-End (E2E) Shopping Experience – Delivers a cohesive and streamlined shopping journey.
The Conclusion
Through our partnership and the robust capabilities of Shopify’s flexible platform—featuring advanced customization options and extensive app integrations—we have laid a solid foundation for Goodwynns’s ongoing success and a promising future.
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