Case Knives site work completed as UX Director while at McGarrah Jessee with many other talented people
The Case Knives Site
A Sharp New Ecommerce Site for a 100ish Year Old Brand
Looking for a Competitive Edge
Case had been around since 1889 and, while their knives were sold on Amazon and other third-party retailer sites, they had never been sold directly through CaseKnives.com. So, aside from the fact that this was shaping up to be a from-the-ground-up, behemoth of an ecommerce initiative, we knew that merely reaching parity with the established competition wouldn’t cut it. We needed to exceed what they had to offer.
A Site Honed for Case Knife Aficionados
We built a destination focused on everything we know about Case customers. One that showcases the entire product catalog, that encourages personalization and that embodies the Case brand.
The Most Exhaustive Case Shopping Destination
The site is designed to showcase the complete Case catalog — something that no competitor does. So to streamline the process of finding the right knife, a knife finder guides users to a selection of knives after they’ve chosen how they intend to use the knife and their preferred style, size and color. Additionally, the site taxonomy reflects the most common knife uses and style preferences while a set of product filters further makes it easy for seasoned customers to find what they are looking for.
Getting to Know the Knives
Each product page — some housing over 100 variants based on choice of handle, blade shape, number of blades and blade material — delves into knife features, covering their intended use, blade and handle details and product specifications.
Making it Personal
A key differentiator from the competition is our ability to offer knife personalization. With custom engraved knife blades, we not only create a unique option for customers to transform a Case knife into THEIR Case knife, we also increase the appeal of giving Case knives for special occasions.
Showcasing the Refreshed Brand
This site was one of the first places where the new Case brand look and feel was brought to life. In fact, many of the brand elements that hadn’t yet been defined were established during the design phase of this project — iconography, illustration, web typography, extended color palette…
Carving Out a New Revenue Stream
Topped $1M in sales in first year (2018)
Average of 75% increase in sales year over year since launch
CaseKnives.com sales didn’t cannibalize other online revenue streams as was originally feared.