BigCommerce to Shopify.

The challenge

Jackson's store was on BigCommerce and was built around dealers, with the buy button as a secondary action. The goal was a direct-to-consumer storefront that still sends people to a dealer when that's the right answer, and one that a small team could keep up to date.

What I did

• Designed the storefront. Full site design in the Stiletto theme, from navigation to product pages, working with a developer on the technical side.
• Built one universal product page. Add to cart is the primary action and the dealer finder is the secondary one. Product metafields drive what each page shows, so a whitewater boat and a fishing kayak share a template but show different specs.
• Created a feature callout system. Annotated product images with positioned callouts, so a kayak's key features sit on the photo itself.
• Reorganized the accessory catalog. New category structure and navigation, so parts and gear are findable.
• Rebuilt the Factory Outlet. Blem and closeout tiers with their own pricing rules, fed by a daily inventory workflow.
• Moved Eddyline over. Same architecture, then tested layout changes like moving color choice and the buy button directly under the price.

Why it works

A single template with metafield-driven content means a new product is a data job, not a design job. The team adds the product, fills in the fields, and the page builds itself in the same look as the rest of the store.

Because the dealer finder stays one click away, the move to direct sales didn't cost the dealer relationships the brand depends on.

Tools