Nixon and BASIC Partner to Launch All New eCommerce-Focused Nixon.com

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BASIC, a brand and digital design agency recently helped California-based watch and accessories brand Nixon redesign and relaunch its web platform with an emphasis on e-commerce and a hybrid blend of UX/UI. The new site can be experienced at http://Nixon.com

NIxon.com eCommerce Home Page

The New Nixon.com Home Page

Our goal for the Nixon.com redesign was to establish an eCommerce experience that aligned with their traditional brand touch-points.

BASIC, a brand and digital design agency recently helped California-based watch and accessories brand Nixon redesign and relaunch its web platform with an emphasis on e-commerce and a hybrid blend of UX/UI. The new site can be experienced at http://Nixon.com.

Launched in Encinitas, California in 1998, Nixon is distributed in over 90 countries and recently opened its first European brand retail stores in Paris and London. The new web platform was designed to elevate their presence digitally. “Our goal for the Nixon.com redesign was to establish an eCommerce experience that aligned with their traditional brand touch-points. To do this, we focused on sophisticated design, attention to detail, and making the typically mundane process of purchasing a product online more experiential.” said Matt Faulk, BASIC’s CEO and Executive Creative Director.

After collecting and ingesting a great volume of market research, BASIC proposed a flexible framework for the eCommerce experience that uses dynamic content modules that could be customized by region within Nixon’s back-end content management system. “Through the calculated use of grids and a responsive structure, we were able to craft a system of components that could be embedded around the site, and naturally translate to any mobile or tablet device without a degradation of our design’s integrity,” explained BASIC’s digital design lead Jon Vlasach. As a result, content on Nixon.com is automatically restructured based on what type of device it’s being viewed on – and the viewing device also determines the content’s functionality.

BASIC’s design solution brings products to the forefront and emphasizes each products visual appeal. Along with this, their mobile and tablet optimized design approach leverages swipe gestures to view product finishes and easily add products to the shopping cart, all from the category page level which removes friction through the purchase path. Since social proof is also known to increase sales conversions drastically, BASIC integrated a commerce-driven user generated content utility that taps into Nixon’s strong social presence to reinforce the popularity of its products.

“Working with BASIC was a very positive experience,” stated Josh Gabbe, Nixon’s E-Commerce Manager. “They are a creative team– enthusiastic, young, with fresh ideas¬– and understand our brand ethos. Aligning with a partner who knows us, who gets what we are all about, made our relationship a valuable one. They understood our needs and the end result was a new site that’s simplistic, with little distraction. It allows our product to do the speaking for us, and that’s exactly what we set out to do when we started this journey with the BASIC team.”

About BASIC
Since launching in 2010, San Diego-based brand and digital design agency BASIC has built a solid reputation for using design to connect brands and people through the things they love... products, services, experiences and stories. With a growing client list of world-class brands and as a frequent partner to other high-caliber creative agencies, BASIC specializes in design-led, integrated brand communication and digital innovation. BASIC has earned Webby Award Honoree recognition in both the Best Practices and Best Web Application/Service categories. Experience BASIC online at http://basicagency.com.

About Nixon
Founded in 1998 in Encinitas, CA, Nixon is the premium watch and accessories brand for the youth lifestyle market. Focused on making the little stuff better, Nixon began with a small line of team-designed, custom-built watches sold exclusively in specialty boardsport and fashion retailers. Currently distributed in over 90 countries, Nixon’s product range has grown to include select softgoods, leather goods, custom audio products and more. For more information, please visit: http://Nixon.com.

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Jason Kaufmann
BASIC Agency
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since: 06/2009
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