Premium Dive was a newly created business in Perth, Western Australia from a local dive master who recognised a large gap in the online market.
Premium Dive already had strong existing relationships with high end premium dive brands which specialised in technical diving gear.
Premium Dive was formed based on a need to bring these brands to an online Australian market.
With a focus on delivering this high end gear to the more remote areas in Australia, where divers cannot access a physical dive store, Premium Dive was created.
The web design direction was taken to a whole new level for an e-commerce website. The goal was to make the look and feel of the site premium, and targeted directly towards more experienced divers who are already familiar with the diving equipment product range. This was achieved through the simple and intuitive mechanics of the website, which showcased the diverse range of deep sea diving equipment and gear. With an emphasis on the brand partners, the site gives each brand a spotlight to showcase their own product lines. Users were given the functionality to shop by brand, as well as suggested coupled items based on the user’s search results and navigational pathways. This was done to maximize the convenience of browsing for products.
The architecture of the site map is simple, straightforward and concise. The call to actions are clear, and the site functionalities are intuitive, all with keeping an improved user experience at the center.
The checkout process is direct and intuitive — a simple 3-step process which does not jump between pages. This gives users a more solid feel of continuity while ordering and checking out.
With the addition of the merged login and registration pop-up form, this offered the best solution to bring in new users, as well as retain returning customers. The account feature gives the user access to their own dashboard, where customers can track their orders, check previous purchases, and re-order. The dashboard is simple, and not convoluted with unnecessary elements or ads.
Whether you are a tour operator in the great outdoors or run a regular bricks and mortar. Your website provides an opportunity for existing and potential new customers to see who you are, what you're all about and to build trust well before you might get to greet them personally
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