Apex Watercraft

E-Commerce // ui/ux // Web Design + Development

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Overview

Apex Watercraft was a new, up-and-coming brand founded by Olympic kayaker Eric Jackson. After dozens of years in the paddle sports industry, EJ set his sights on creating a new and innovative fishing kayak using carbon fiber materials, targeted for competitive kayak fishermen. Apex required a web platform that not only elevated their brand visibility and presence, but also resonated with their target consumers. It was critical that any informational or visual design accompanied the user on an enticing journey into the creation and launch of Apex’s flagship product.

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Objectives

Apex Watercraft’s goal to launch the world’s most advanced fishing kayak required an exceptional web presence to match the product. The Apex team requested a modern and polished web presence that would showcase the company’s dream team of innovators, the R+D that led to the kayak’s design, and interactive tools to showcase the product itself.

Requirements:

  • Visually stimulating and visceral
  • Modern look and feel
  • Interactive tools to learn about the kayak

As a consumer facing marketing platform, the eCommerce website needed to not only attract potential buyers, but also enable them to purchase the kayak through an eCommerce enabled product page with custom paint job capability.

Requirements:

  • Payment processing through PayPal
  • Financing through PayPal Credit and FlexxBuy
  • eCommerce product catalog with filterable categories

Apex required a state-of-the-art interactive experience for the website. The website needed to capture the essence of Apex’s kayak that intends to shake up a stagnant fishing kayak industry.

Requirements:

  • Multimedia rich content
  • Interactive tools for kayak showcase and dealer search
  • Animated graphics and iconography
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Results

Cutting edge UI/UX

COMPELLING ARCHITECTURAL DESIGN

Navigation was designed for simplicity and ease-of-use. All pages are easily accessible through the website’s primary menu, with simple iconography in the navigation reducing distractions and emphasizing the primary “Buy” call-to-action.

INFORMATIONAL JOURNEY & EXPERIENCE

A resource center for keyword optimized articles coupled with a lifestyle blog sheds light on the company’s ethos and unique approach to developing the world’s most advanced fishing kayak.

MODERN & SLEEK VISUAL DESIGN

Custom, modern web design elements accent the sleek aesthetic of the brand. Bold imagery, elegant typography, subtle animations, and custom iconography were implemented for the ideal user experience.

Dynamic Digital Storefront

PRODUCT SHOWCASE

The Tyr, a fishing kayak of the future, required a multimedia rich experience to capture the story. Features include: Product magnification, interactive embed (click and drag to interact), video embeds, and high resolution lifestyle imagery.

DEALER SEARCH TOOL

Dealer search tool enabling the user to input a zip code and find dealers within 500 miles. Included zip code input, location-sharing, search radius selection, results selection.

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Performance Optimization

SEO

Keyword research portfolio, competitive analysis report, and blog strategy implemented. Search engine optimization ready pages with meta titles and meta descriptions properly configured for implementation.

PERFORMANCE & SECURITY

Leveraging an enterprise plugin suite, the website scores high on all performance standards and scores high on Google lighthouse’s speed performance audit. Server-side caching, SSL secured connection, malware scanning and audit logging were also included in this build.

Launch results

Results from the ground up.

Organic Website Visits
Organic Impressions
%
Click-Through Rate

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