Ian Balding Custom Paddle and Surf Case Study

The Client

Ian Balding is a world renowned surfboard and SUP board maker located right here in Wilmington, NC. Ian custom builds all of his boards by hand and specializes in eco-friendly wood boards from renewable sources. Ian himself is a lifelong surfer and his love of the sport permeates everything that Ian Balding Custom Paddle and Surf does both online and off.

Project Scope

As they are located in a variety of locations outside of Ian’s main base in coastal North Carolina, Ian’s customers order his boards primarily through his website, Ian was in need of an eCommerce website capable of handling a variety of products while still providing enough information for the customer to feel comfortable making such a custom order online. Likewise, Ian was looking for a website redesign that matched the energy of his products while being visually stimulating and engaging to the user.

Our Solution

As with all projects, we started with research. Once we were confident that we knew Ian’s top customer personas and their likes, dislikes, and expected paths on the website, we created both a site map and wire frame mockups to demonstrated basic website layout and navigation. From these, we created the full color mockups shown above. In order for Ian to better communicate with his clients, and keep up to date images on the website, we provided enhanced Social Media integration, including a synced full page width Instagram feed. Likewise, we incorporated video throughout the website, including the ability to integrate videos to the home page slider images, to further enhance the energy and movement associated with surfing and SUP boarding. Finally, we kept the overall page designs clean, focusing on angles rather than colors to add dimension to let Ian’s powerful photography speak for itself.

For Ian’s eCommerce needs, we utilized WooCommerce to allow Ian to easily update and manage his online inventories. We also implemented a zoom tool for single products so that users can view the details of a particular board without having to leave the product page or open a pop up. Video was once again incorporated to each product page so that users can see the boards in action in addition to simply reading the board description. As with all of our websites, we programming Ian’s website to be fully responsive and beautifully rendered on any device. Finally, we installed a front end page builder so that Ian can easily make any future content edits without having to access his WordPress dashboard throughout the website.

Ian now has a beautiful, eye catching website that meets all of his needs, whether in eCommerce or customer engagement. We know that it will be a powerful tool for his business and we consider ourselves lucky to be able to work with such a local legend!

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