The Back Story
Dr. Cool is a material innovation company creating thermo-regulating fabrics for apparel and cooling accessories. High tech meets sportswear and cooling compression products for life’s bumps, sprains, aches and bruises. The world needed to know about this.
The website was the focus. The user experience was difficult and slow with shopping and browsing roadblocks. Bloated with slow speed and a theme that was difficult to manage, the company needed a website that matched their need to grow with more products, users and sales.
Product Line Expansion
The Dr. Cool product line was scheduled to expand in the first half of 2015. The best way to handle this expansion was to completely redesign the Dr. Cool website. The original website was built around Dr. Cool’s Ice Wrap products. At the time, that site was fine. But Dr. Cool’s growing product line was presenting many shopping and browsing roadblocks.
Complete site redesign.
Full company, product and user discovery was in order. Planning, collaboration, integration, balance and harmony ruled the process as we created the ultimate product sales site from the most important perspective, the user. We designed a responsive site that was easier to navigate with faster selection, less cart abandonment and more sales.