RIP CURL

Rip Curl Japan

RIP CURL

Rip Curl is a global brand that leads the world’s surfing scene. Founded in 1969 by Brian Singer and Doug "Claw" Warbrick, the brand’s concept, "The Search – Existing for those who keep seeking," is the source of all its creations and the driving force behind its actions.

Rip Curl is also loved by many surfers in Japan and sponsors numerous professional surfers.

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Project Overview

The migration from Futureshop to Shopify aimed to make updates easier with a no-code approach, focusing on thorough branding and expanding sales in the e-commerce business. Under the guidance of the Austria-based headquarters, communication was carried out in both English and Japanese. The project involved UI/UX improvements, theme customization, SEO optimization, app implementation, and overall consulting.

The project was made possible through the connection with the representative of GO RIDE, who is a surfer.

Desktop

Mobile

Result

The design was tailored for the target audience with a mobile-first approach. While inheriting the UI and color scheme of the original Australian e-commerce site, I customized various elements for the Japanese market. The focus was on creating an easy comparison experience for products, ensuring a smooth purchasing process, and paying particular attention to mobile usability in the design. To allow the vibrant products to stand out, the site was designed with a limited color palette and minimal decoration.

I also implemented features such as a Wishlist and an editor app that allows merchants to easily add content. For functions like delivery date selection (integrated with Next Engine) and other app-related features, I provided guidance to ensure they could be managed by the responsible team.