True Kit
Website Redesign
True Kit had been running on a self-implemented Shopify theme for over eight years. While it had supported strong growth across New Zealand, Australia, and the US, it was no longer giving customers what they needed to make a confident purchase. With no stockists or alternative sales channels, the website had to do all the heavy lifting — and it wasn't keeping up.
Client
True Kit / Pocket Square
Services
UX/UI
Industries
Boat
Date
2024-25
Discovery & Research
The key insight was that True Kit's customers aren't a single audience — they're at different stages of a considered purchase journey.
Early-stage buyers need aspirational, lifestyle-led content
Mid-stage buyers need specifications and product comparisons
Late-stage buyers need practical reassurance — freight, costs, warranty
Customer research and site heat mapping were used to map these personas and identify where the site was losing people. This shaped every design decision that followed.
Navigation
The Problem
Product names alone carried no context for new visitors, the brand's adventurous identity was absent, and the mobile experience was an afterthought.
The Solution
Desktop — A mega menu with lifestyle imagery replacing generic dropdowns, turning a utility element into a brand moment.
Mobile — A structured, layered menu with full-width tap targets and lifestyle imagery carried into sub-menus, designed for thumb-first browsing.
Product Page
The Problem
Mid and late-stage buyers needed technical confidence, feature clarity, and a way to compare variants — all without leaving the page.
The Solution
The PDP was rebuilt as an editorial experience. A custom icon system communicates key product attributes at a glance, removing the need to read through dense spec copy. Working closely with the developer, a comparison table was built to function fully on mobile — carefully considered for column stacking, content prioritisation, and scroll behaviour. Purchase-critical information sits above the fold on mobile, with deeper spec content further down for users who need it.
Result
A site that speaks to every buyer stage — from first discovery to final purchase decision.
"…The design is sleek and modern, while the navigation is intuitive… we now have a website that not only looks fantastic but also functions perfectly…"
— True Kit