Status: retired
Accessibility re-design and e-commerce overhaul
The Blacks site was given a dramatic overhaul in conjunction with it's Millets sister site. Taking a dated product begining to show it's age both visually and technically the re-design breathed new and well deserved life into a genre with a great deal of potential.
Creative concepts were developed that were later applied to the business as a whole, but the real innovation was to push the client as a centre of expertise. In addition to a new ecommerce solution incorporating a number of great usability wins the concept of 'being the best' was enriched by a wealth of information on related topics including, gear guides, walking guides, travel articles and much more.
The result was a great site, with great looks and even more under the hood than you'd expect as an average user. Something that would provide a place to buy equipment as well as a resource for how and where best to use it. Sadly the site was taken down relatively soon after launch due to internal client issues.