The first name in the water for over 5 decades. Shopify Plus user-experience design for the world’s biggest surfing brand.

man riding the waves on an oneill surfboard
  • UI/UX Designs
  • Wireframes
  • Website Style Guide
  • Conversion Rate Optimization

O'Neill is a Californian surf wear and surfboard brand started in 1952 by Jack O'Neill. The brand has been the leader in surf wear for over 5 decades. Their e-commerce experience was built on Shopify Plus but required an overhaul of the creative and user-experience. O’neill enlisted Avex to oversee the user-experience and design of the new Shopify Plus website.

  • Shopify Plus
  • Sketch
  • Invision
  • Shogun
The Solution

Avex needed to dive deep into the history and legacy of the O’Neill brand. Beyond providing a seamless customer experience, we needed to ensure the creative aligned with the brand and their history.

Clean and minimal design with focus on imagery and content exploration, the aesthetics are contemporary while staying true to the brand’s guidelines.

We took a mobile-first approach and created a modular design system. This allowed the brand to take complete control over the presentation of content, while keeping the design consistent and engaging.

  • +25%

    Lift in Conversions

  • 10%

    Increase in AOV

  • Design

    UI Components & Design System

Modular Design

We created a modular design system for various call-to-actions, imagery, product grids, and promotional content types.

women wearing an oneill bathing suit laying on a boat


Intuitive navigation for easy access to O’neill's vast catalog of collections and products.

Conversion Optimized PDP

The product pages are optimized for conversions, with a fixed sidebar, high quality photos, AfterPay financing options, and product recommendations.

oneill shopify product page on a tablet
oneill shopify product pages on two mobile phones

Average Order Value

To help increase AOV, the mini-cart displays incentives to reach a minimum order value for free shipping.

the oneill.com shopping cart on both desktop and mobile devices


Advanced filtering options that allow customers to explore and find the products they’re looking for.

oneill shopify product collection on a tablet
oneill shopify product collection and collection filter on two mobile phones

Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

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