Timberland approached us to solve several usability and information architecture issues that were resulting in a poor customer conversion rate for their e-commerce site. We employed research into the online buying habits of outdoor traditionalists and active explorers to create a new site design and architecture that followed e-commerce best practices. The result is an intuitive e-commerce experience that supports the brand and clarifies offerings to its users. Since the redesign launched, timberland.com has experienced a more than 100% increase in revenue and a much higher rate of customer conversion and satisfaction.