O’Neill has made grateful use of (extreme) athletes in the past to collect impressive photography. That photography was hardly found in the old webshop. The new webshop was made much more visual and less technical. A responsive grid was also introduced to show the web pages better on other devices than just desktops.
In addition to visual re-styling, the most important ‘customer journeys’ (Home> Product Overview> Product Detail> Checkout) have also been addressed and the Checkout process has been updated and made contemporary.