Less Frame, More Picture

Area 51 Responsive Ecommerce

I've been with Area 51 since the very beginning of their E-Commerce journey. In a world where having a non-responsive site is almost unheard of, it was time to pick up the pace. Over the space of two months I worked with their internal graphic designer, Joel Fear, to reimagine how Area 51 looks and behaves on the web. The direction we set ourselves was to let the content be king and let the framework that it sits in be as minimal as possible. The framework should enhance the journey, not be the journey. 

Since launching in Dec 2015 the site has seen as 12.5% overall increase in traffic and a 110% increase in revenue on mobile devices. 

My role – Design Director and Developer
Design Team: Joel Fear

Work completed – Dec 2015