Case Study - Pinseeker

A trade golf supplier wanting to build on its digital presence and sell products via eCommerce for the first time.

Project Summary

This project saw us design and develop a new website for Pinseeker in order to promote its range of products sold to golf courses around the world. As well as a new look and feel, a cart and checkout were added to enable eCommerce sales.
Services:
  • UX/UI Design
  • Content Design
  • Web Development
  • Ecommerce
  • PIM
Pinseeker case study

The Challenge

A manufacturer with an ethical product range to promote.

Pinseeker case study
Number 1

It’s a brand new channel

Selling online is a new idea for Pinseeker, with all sales previously made via distributors or field sales.

Number 2

They have configurable products

A number of products have varying complexity that needs to be managed and automated for online sales.

Number 3

Sustainability needed highlighting

The target industry has a sustainability problem that Pinseeker wants to address with a new product offering.

Research & Discovery

As with every project, we started this with a research and discovery phase in order to learn as much as we could about how the business is evolving to meet new demands. The results gave us valuable insight to move forward with.

Stakeholder Workshops

We started with a stakeholder workshop, where we discussed the reasons behind the project. What were the key objectives, but also the concerns and potential blockers?

Pinseeker Stakeholder Workshops

Persona Development

We researched the target audience (golf club managers and hotel owners), learning how to speak their language. Turning this research into personas gave us a point of reference later on.

Pinseeker Persona

Content Audit

Having access to the product data and previous website content enabled us to review what has worked well in the past and where work was needed.

Pinseeker Content Audit Pinseeker Content Audit Annotation Pinseeker Content Audit Annotation
Speech

Userism took the time to understand our business, but more importantly our clients.

David | CEO, Pinseeker

User Experience & Wireframing

User Experience Design is the process we use to consider how a person will make their way through a website. The paths they will follow and what they will discover along the way. When a potential customer lands on a website, we want to guide them down a path that informs, educates and entertains them to a point where they are ready to make a purchase decision.

Pinseeker Wireframes

User Flow Analysis

The first step was to create a high-level view of the pages and tasks a user may want to take when landing at any given point on the site.

Pinseeker Wireframes Pinseeker Wireframes
Pinseeker Sitemapping

Sitemapping & Content Planning

From there, we put a site map in place that allows for efficient navigation of all the important content in a logical structure.

Pinseeker Sitemapping

Wireframing

Next, we developed high-fidelity wireframes for mobile and desktop that serve as the blueprints for the site to test layout and user flow.

Pinseeker Wireframing

User Interface Design

UI Design is when the look and feel of a site come together. We take the business visual identity and apply it to the wireframes to create an aesthetically pleasing, on-brand website design. We use Atomic Design principles to create component-based layouts that foster consistency and keep users engaged with the content.

Colour Usage

Starting with Pinseeker’s existing brand, we created a colour palette that can be used for digital to create an inviting, yet striking appearance.

Colour #E62A32
Colour #EDEDED
Colour #171717
Colour #FFFFFF
Colour #ACACAC

Fonts & Typography

Several fonts were chosen for this project with consideration given to how different weights effect the perception of the text.

Heading 1

Source Serif Pro SemiBold

Body Copy

Raleway Medium

Links

Raleway Bold

Layout & Imagery

A range of imagery had to be considered for this project. Pinseeker is lucky to have a back catalogue of stunning photography taken on-site at beautiful golf courses around the world. We then art directed the addition of a number of shots designed to illustrate the company’s commitment to sustainability and craftsmanship.

Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery
Pinseeker Imagery

The Final Result

The end result for Pinseeker is the ability to sell their products online for the first time, giving them a whole new channel to connect with customers. In addition to offering product and category listings, we’ve added content that enhances the customer’s knowledge of the business and gives them a reason to delve deeper into Pinseeker’s eco-friendly efforts.

Landing Page With Rich Content

A number of new pages have been created to offer insight into Pinseekers value proposition. The content is designed to highlight specific points throughout the user journey.

Pinseeker Landing Page

Intuitive Navigation

We’ve re-designed Pinseeker’s main menu to make all product groups and associated content easily accessible from anywhere on the site.

Pinseeker Navigation Mockup

Integrated Ecommerce Systems

The category and product listings are built on a modern eCommerce framework that provides order management and reporting directly to the business.

Pinseeker Mobile Mockup Pinseeker Mobile Mockup Pinseeker Mobile Mockup Pinseeker Mobile Mockup Pinseeker Mobile Mockup

Integrated Ecommerce Systems

The category and product listings are built on a modern eCommerce framework that provides order management and reporting directly to the business.

The End Product

What we’ve created is an exciting, premium aesthetic for this manufacturer of golf course equipment, where current customers can find the products they require easily and re-order them quickly. New customers can browse products alongside content that promotes the business’s commitment to sourcing high-quality, sustainable materials.

Laptop Tablet Mobile
Speech

This has changed the game for us. It’s now so easy to sell direct to clients. Better for us and them.

David | CEO, Pinseeker