A scalable and custom e-commerce solution to elevate the user experience for a growing equestrian brand

A scalable and custom e-commerce solution to elevate the user experience for a growing equestrian brand

A scalable and custom e-commerce solution to elevate the user experience for a growing equestrian brand

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RESPONSIBILITIES
RESPONSIBILITIES
UI DESIGN
UI DESIGN
UX DESIGN
UX DESIGN
Agency
Agency

Angry Creative

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INTRO

Equestrian Stockholm, known for its high-quality craftsmanship and unique designs, needed a website to match its brand. With rapid growth and e-commerce as the primary sales channel, they required a stable, high-performing solution that enhanced user experience, boosted sales, and supported scalability.

The goal of the Equestrian Stockholm website redesign was to create a high-performing, visually engaging, and scalable e-commerce platform that enhances user experience and drives conversions. The new design aimed to reflect the brand’s premium identity while ensuring seamless navigation, optimised checkout flows, and improved product discovery. By integrating advanced e-commerce features, multilingual support, and a robust currency management system, the redesign focused on delivering a frictionless shopping experience for a growing global customer base.

Goals
Fast and Efficient Load Times

Fast and Efficient Load Times

Enhanced User Experience

Enhanced User Experience

Support and a seamless multi-currency payment system

Support and a seamless multi-currency payment system

Must-have features
Multilingual Support

Multilingual Support

Elastic Search

Elastic Search

Quick Add to Cart

Quick Add to Cart

Optimised Checkout

Optimised Checkout

Nice-to-have features
Color Variations – Displays all available color options on product pages
Color Variations – Displays all available color options on product pages
Recently Viewed Products
Recently Viewed Products
Connect Social Media Content with Relevant Products
Connect Social Media Content with Relevant Products
Notify Me
Notify Me
Discovery

We kicked off the project by collaborating closely with Equestrian Stockholm, starting with an in-depth workshop to align on their goals and objectives. This session allowed us to gather and prioritise key requirements, defining the MVP and future phases. To ensure a user-centric approach, we analysed customer reviews to identify pain points and worked with the support team to uncover common user struggles and frequently asked questions. This research-driven foundation set the stage for a seamless and scalable e-commerce experience.

Made with Qala E-commerce

Qala, Angry Creative’s ready-made WordPress theme, provided a flexible and robust foundation for Equestrian Stockholm. We customised and integrated numerous new features, many of which were later merged into Qala to enhance its e-commerce capabilities. During my time at Angry Creative, I contributed to the Qala Design System, helping to refine the components and the block-based library, ensuring design consistency.

Look & Feel

I focused on creating a visually compelling design that aligned with Equestrian Stockholm’s premium brand identity. By using a refined color palette, high-quality imagery, and elegant typography, I ensured a sophisticated and cohesive aesthetic. The layout was designed for clarity and ease of navigation, allowing products to stand out while maintaining a seamless shopping experience.

Enhanced User Engagement

To elevate user engagement, I designed intuitive product discovery flows, ensuring users could easily browse and find what they needed. The checkout process was streamlined with a clear, distraction-free interface to reduce friction and improve conversion rates. I also prioritized accessibility and usability, crafting an experience that was visually engaging while supporting a seamless purchasing journey.

Discovery
Discovery

We kicked off the project by collaborating closely with Equestrian Stockholm, starting with an in-depth workshop to align on their goals and objectives. This session allowed us to gather and prioritise key requirements, defining the MVP and future phases. To ensure a user-centric approach, we analysed customer reviews to identify pain points and worked with the support team to uncover common user struggles and frequently asked questions. This research-driven foundation set the stage for a seamless and scalable e-commerce experience.

Made with Qala E-commerce

Qala, Angry Creative’s ready-made WordPress theme, provided a flexible and robust foundation for Equestrian Stockholm. We customised and integrated numerous new features, many of which were later merged into Qala to enhance its e-commerce capabilities. During my time at Angry Creative, I contributed to the Qala Design System, helping to refine the components and the block-based library, ensuring design consistency.

Look & Feel

I focused on creating a visually compelling design that aligned with Equestrian Stockholm’s premium brand identity. By using a refined color palette, high-quality imagery, and elegant typography, I ensured a sophisticated and cohesive aesthetic. The layout was designed for clarity and ease of navigation, allowing products to stand out while maintaining a seamless shopping experience.

Enhanced User Engagement

To elevate user engagement, I designed intuitive product discovery flows, ensuring users could easily browse and find what they needed. The checkout process was streamlined with a clear, distraction-free interface to reduce friction and improve conversion rates. I also prioritized accessibility and usability, crafting an experience that was visually engaging while supporting a seamless purchasing journey.

Made with Qala E-commerce

Qala, Angry Creative’s ready-made WordPress theme, provided a flexible and robust foundation for Equestrian Stockholm. We customised and integrated numerous new features, many of which were later merged into Qala to enhance its e-commerce capabilities. During my time at Angry Creative, I contributed to the Qala Design System, helping to refine the components and the block-based library, ensuring design consistency.

Look & Feel

I focused on creating a visually compelling design that aligned with Equestrian Stockholm’s premium brand identity. By using a refined color palette, high-quality imagery, and elegant typography, I ensured a sophisticated and cohesive aesthetic. The layout was designed for clarity and ease of navigation, allowing products to stand out while maintaining a seamless shopping experience.

Enhanced User Engagement

To elevate user engagement, I designed intuitive product discovery flows, ensuring users could easily browse and find what they needed. The checkout process was streamlined with a clear, distraction-free interface to reduce friction and improve conversion rates. I also prioritized accessibility and usability, crafting an experience that was visually engaging while supporting a seamless purchasing journey.


We prioritised a fully responsive design, ensuring a seamless shopping experience across all devices. From desktop to mobile, the interface remained intuitive, allowing customers to browse and purchase effortlessly, no matter their location.