Putting the Swing Back in Extracurricular's Step: A Website Redesign Case Study
Extracurricular is a new direct-to-consumer clothing brand founded in 2021 by Chris Rosaasen, a seasoned fashion industry veteran with over two decades of experience at major sportswear companies like Quicksilver, Billabong, and Ralph Lauren.
Inspired by his love of golf and a desire to create a new kind of golf apparel brand, Chris decided to launch his first-ever e-commerce venture with Extracurricular. This transition from retail and wholesale to direct-to-consumer represents an exciting new chapter for Chris and his team, as they bring their passion for stylish, understated clothing that can be worn on and off the golf course directly to their customers.
Extracurricular approached SeedX in search of a web redesign that would convey their brand story and highlight its distinct identity. They were looking for a website that would captivate their audience and increase conversions. Our team collaborated closely with them to deliver a site that perfectly embodied their brand and met their goals.
Throughout the design process, our team collaborated closely with Extracurricular to truly capture the essence of their brand identity and translate it into visually stunning design elements. Our web design not only complemented the brand's core colors but also provided the flexibility to showcase their seasonal color story. We created bold and captivating design elements that perfectly captured the vibe of the brand and helped to bring their vision to life.
We have chosen one of the most readable and modern fonts on the market to give users accessibility and maximum comfort on interaction.
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A brand for the multi-hyphenate gent who does multiple things in a single day.
A brand for the multi-hyphenate gent who does multiple things in a single day.
A brand for the multi-hyphenate gent who does multiple things in a single day.
Our main objective was to enhance Extracurricular's homepage for better conversion rates. To achieve this, we extended the page's length and added prominent call-to-action buttons to encourage visitors to browse, learn more about the brand, and sign up for their mailing list.
We showcased Extracurricular’s Extraordinary Icons, individuals from diverse backgrounds who share a passion for golf on the homepage in a slider format, allowing users to learn more about each individual.
Lastly, we included a sign-up form at the bottom of the homepage to encourage visitors to join the brand’s mailing list. By collecting emails, Extracurricular can cultivate customer relationships through email marketing and increase sales.
Overall, our redesign has created a more engaging and user-friendly homepage that showcases the brand’s unique story, products, and community.
We utilized Extracurricular's existing content to create an engaging user experience and to introduce new users to the brand story. This was accomplished through a combination of compelling photography, brand videos, and a narrative approach.
Optimization
With over 50% of retail traffic coming from mobile, it is essential to
have websites optimized for hand-held devices. Our web redesign
included a mobile responsive site.
To showcase Extracurricular's newest clothing collection and improve its overall user experience, we revamped and redesigned their Lookbook. Our goal was to create a visually engaging page that not only showcases their different styles and newest collection but also provides a seamless browsing experience for the user.
One of the most significant improvements we made was to link each product to its respective shop page, allowing customers to easily make purchases with just a few clicks. By reducing the number of steps it takes for customers to purchase products, we aimed to increase conversion rates and drive sales.
The redesigned Lookbook also functions as a potential ad landing page in the future, making it a valuable asset for Extracurricular’s advertising campaigns. Overall, our redesign of the Lookbook has not only elevated the brand’s image but also improved its user experience, driving conversions and potential sales.
We included the new design elements, such as updated typography and a color palette that reflects the brand's identity. Additionally, we added brand story content that helps potential customers understand the brand's values and mission.
Extracurricular's recent photoshoot featured individuals from diverse backgrounds who share a passion for golf. To showcase these "Extraordinary Icons," we created a dedicated page on the website. This page helps new customers learn more about the people who represent the brand and engage with the community.
Extracurricular's new website is more than just a redesign - it's a celebration of the brand's unique identity and commitment to providing customers with a memorable shopping experience. By optimizing the homepage and making the site mobile-responsive, Extracurricular has made it easier for customers to browse and purchase products on the go.
The Lookbook and Our Icons pages showcase not only the brand’s newest clothing collection but also the individuals who share a passion for golf, creating a personal and engaging experience for customers.
But what really sets Extracurricular apart is their irreverent and playful tone, which shines through in their copy and brand messaging. The language is casual and conversational, with a focus on leisure and enjoyment. They take pride in their heritage and classic style and aren’t afraid to use comparisons to iconic figures to add to their tongue-in-cheek tone. Overall, the new redesign captures the spirit of Extracurricular as a brand for those who enjoy the pursuit of leisure and adventure and positions them to increase sales.
