The Draft/Website
Website The Draft: Comprehensive development of The Draft’s online store, from the initial Shopify setup to its evolution on SquareSpace, including design, product photography, and marketing strategies.
DESIGN
SHOPIFY
SQUARESPACE
Problem
The Draft faced two major challenges: positioning its website to compete with high-level brands and successfully selling a premium-priced product. The website needed to function as both a catalog and a seamless e-commerce platform while ensuring a trustworthy and enjoyable purchasing experience. Customers had to feel confident enough to place their custom bike manufacturing orders directly through the site, requiring a well-designed user journey, strong branding, and a frictionless checkout process.
Solution
The challenge with our online store was that it needed to function both as a catalog and as a sales platform capable of converting not just the secondary products that enhance our brand, but also our main product, which being customized, required direct interaction between the client and the company.
Additionally, we faced the challenge of determining whether we would be able to sell ready-to-purchase products at a high price point.
We used the blog as a strategic tool to improve our search engine positioning and as a way for users less familiar with our product to discover and better understand our offerings.
