AN EXPLOSIVE WEBSITE CUSTOM MADE FOR BOMBSHELL SPORTSWEAR

Bombshell Sportswear Website Design & Development

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Overview

Although Bombshell Sportswear is a fairly new

player when it comes to athletic wear, they really

came onto the scene with a ‘bang’. Bombshell

Sportswear is right at the cutting edge of fitness

couture, creating bodacious forms that can be

worn in the gym and on the street. Their athleisure

aesthetic really leans into a niche demographic

that stands behind the brand to the point where

Bombshell is the only athletic wear they purchase.

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Mixing text, video, and still imagery allows users to

connect to products in the way that suits them best.

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KEY TEAM MEMBERS

Discovery

Sukesh Jakharia

Greg Szimonisz

Lisa Steward

Ryan Gould

Nilesh Macwan Keyur Ajmera Jeffrey Lo

CEO

Account Executive

Director of Projects & Strategy

Project Manager

Project Manager Lead Developer Lead Designer

With such a defined aesthetic to their product, we knew from the outset that we needed to deliver an

equally unique website. During our discovery meeting, Bombshell was very clear about the aesthetic

they were looking for and were able to provide clear references for us to review. They wanted a

website that felt familiar from the standpoint of an e-commerce shopping experience, but also pushed

the boundaries contemporary online sales websites.

Influences aside, we conducted a trends presentation with Bombshell allowing them to see examples

of modern website trends from animated SVGs to auto-playing gifs and videos. Knowing that they

have clear ideas of what they like aesthetically but weren’t fully up to speed on modern web trends,

we wanted to offer them a range of possibility and gauge their interest accordingly.

Additionally, during our discovery meeting, we learned a great deal about Bombshell’s must haves

from their old site. Much of the content needed to be carried over, some needed to be created, but all

of it needed to be modified for readability, and we were happy to tweak their content as needed to fit

our UX strategy.

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UX Strategy

Prior to really diving in and wireframing, we were asked to emphasise the product images in a unique

way. This helped us hone in and focus on how we were to organize the content on the site. The copy

needed to support the imagery and vice versa.

The UX phase of the Bombshell website redesign was focused on how to present users with a

blend of new and exciting products and some crowd favorites on the homepage. The homepage

calls to action lead to crisp, clean, and inventive product detail pages full of product videos, images,

and descriptions. There are quick links to user reviews if the prospective buyer isn’t sold on self-

promoting visuals and copy (which they usually aren’t), followed by a seamless checkout process.

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Build

Bombshell came in with lots of fantastic references which helped us narrow our options in the design

process. They also specifically asked for clean designs heavily emphasizing negative space. They

also were very particular about having the logo centered across the page, which tends to be more

common among e-commerce websites.

In terms of the navigation, we focused on taking the client’s preferred emphasis on imagery, building

mega menus for each category with photographic references to each style within a category.

Although this can lead to larger menus than necessary, the we found that this is much easier for

users who aren’t familiar with Bombshell’s proprietary style names.

In order to push the mobile experience we did some custom optimizations on the product pages.

First and foremost, we implemented a modified carousel structure loosley based on Nike.com’s

product carousel allowing users to view all available images for a given product. Analytics research

tells us that most users don’t go to the second image in a carousel, so by allowing users to see all

available images, they’re able to select the image they’re most interested viewing, which encourages

users to scroll through additional images within the carousel.

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Knowing that this site was an e-commerce site from the get-go, our CMS options were restricted. We

decided to build the site on Shopify as it allowed us to create a completely custom website with the

incredible security benefits Shopify offers. This, coupled with a robust app environment (in order to

integrate Instagram shopping, customer reviews, etc.) made our decision easy.

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Test & Launch

After developing the new Bombshell website, we spent a lot of time trying to break the site, which,

when building a site on Shopify turns out to be quite difficult to do. When the majority of the backend

architecture is already solidified by the time our developers begin working on it, the foundation

strengths every part of our development from the ground up. Not only did we test each page,

reviews, and the checkout process, but we did so on multiple browsers and devices from iPhones all

the way up to desktop PCs.

Once the site was tested and everything was working perfectly, the site was launched on the client’s

hosting environment. This was followed by another round of testing to ensure that the live site

functions just as well as the dev site.

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Building the site on Shopify allowed up to create a completely

custom website with a highly secure checkout process, coupled

with robust 3rd party apps.

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The Results

Once the site was launched, Bombshell found a big uptick in sales and far lower bounce rates. They

also have been contacted by a number of their stakeholders to let them know how pleased they are

with the site redesign.

Before

Before

After

After

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Before

Before

Before

After

After

After

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Before After

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Closing Thoughts

With clear direction, a great UX plan, and vivacious imagery, we were able

to design and develop a wonderful site that continues to drive Bombshell’s

sales to new heights.

Finding an agency who understands your digital needs is hard.Let our amazing team help you craft your digital strategy today.

Contact us now at hello@spinxdigital.com

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