Lancaster Archery Supply is a leading worldwide archery retailer and wholesaler, offering the industry’s largest selection in archery equipment, as well as technical expertise and training. When it was time for a product page (PDP) refresh to better showcase product variants and improve pricing transparency on its ecommerce site, the company turned to long-time partner and Shopify agency ehouse to create a design solution that aligned its diverse stakeholders.
Services & Tech
Strategic Consultation
UX/UI Design
Retained Services
Solutions Engineering
Known for its industry expertise and commitment to helping customers find just the right equipment, Lancaster set out to modernize its PDP to create a more intuitive shopping experience. However, the company’s stakeholders struggled to come to consensus on a new design. Further, the size and complexity of the product catalog made it difficult to implement changes without impacting backend workflows and site performance.
ehouse’s strategic upfront consultation and facilitation work with Lancaster prior to design and development was essential to the project’s success.
Stakeholder workshops: ehouse led a series of creative workshops to understand pain points and design preferences and align on objectives. Based on these insights, ehouse developed PDP mockups to help the team visualize and agree on a new design. ehouse also provided expertise to ensure any proposed changes would not complicate backend content and product management.
PDP refresh: ehouse’s new PDP design features streamlined styling and neutral colors to better showcase all products. To make the page more scannable on desktop and mobile, the team highlighted the buy box and reorganized product description and details into collapsible sections. The updated PDP also features customizable content areas and promotional banners tied to specific products.
Business logic: Lancaster’s pricing structure is complex, depending on product variants, pricing tiers, and promotions. Incorporating the company’s existing pricing logic, ehouse optimized the visual design to increase price transparency and make it more intuitive for customers to select products at specific price points. In addition, to promote more affordable purchasing options, ehouse designed a new “more options” product flyout to improve cross-visibility of gently used and open-box items on relevant product pages.
ehouse’s collaborative process and facilitation work at the start of the project secured Lancaster’s buy-in at each step, ensuring the project was completed on schedule and with broad support.
“Building the strategy and creative workshops into the project timeline really paid off in terms of hitting deadlines and delivering the best work. It was exciting seeing a lot of different minds come together and how a consultative approach unified us all in the same direction.”
Nina Cristobal, UX/UI Designer, ehouse
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