
Outdoor equipment · Ecommerce · 2025
Northbound Supply
Northbound had grown from 60 products to 2,400 without ever revisiting navigation. Shoppers were using site search as a workaround, and search users converted at half the rate of browse users. We rebuilt the taxonomy around activity and season rather than manufacturer, and cut the product page to a single scroll.
- Revenue per session
- +34%
- Largest Contentful Paint
- 0.9s
- Search-as-navigation use
- −61%

