Branded shopping experience

- O'Neill

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DigitasLBi stood for the challenge to design a new global site for O’Neill. The tasks were to rejuvenate the brand; to connect with a younger, progressive consumer without losing the right balance between lifestyle and performance; to enhance the cool factor and finally to increase online sales.


The result sheds the traditional segregation of branding and e-commerce, offering an integrated online shopping experience. On all pages three elements are always present: brand engagement, product discovery and product buying. Implementing this innovative user experience makes the vast collection of O’Neill visible and accessible throughout the entire site. Parallax scrolling and smart, helpful navigation guides the user fluently, and makes finding the right product easy and fun. The design combines an editorial look and feel with clear, bold typography plus high quality photography and never feels crowded. It’s open, light, inviting and working beautifully on smartphones and tablets.

Results was launched March 2014. In the first month the site saw 22.9% more return visitors, the average order value per visitor increased by 32.9% and conversion rate improved by 83%.


Visit the website of O'Neill

The new website is a real game changer. It shows that we as a brand with a rich heritage are committed to stay connected to the young, progressive consumer. For us digital is the most important platform to interact with our audience. The thourough and deep online knowledge of DigitasLBi makes them the ideal agency to work with.

Roger Nefkens, Global Coordinator O’Neill