Peter Millar

Transforming the online shopping experience for a premier golf and lifestyle brand with innovative features and streamlined design.

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Overview

When Peter Millar, a leading golf and lifestyle clothing brand, approached us, they were looking for more than just technical support—they needed a partner to help transform their e-commerce experience.

Peter Millar had a wishlist of enhancements, from reimagining the checkout process to a series of modular tools and customizers. But with technical debt slowing progress, prioritizing and executing their ambitious roadmap was no small task.

Date

2022

Services

UX Strategy, Design Direction, Prototyping & Hands-On Design

Team

Client Partner, Project Manager, Functional Lead, Technical Lead, UX & Design, Product Owner (client), Marketing Lead (client)

Approach

We started by diving into their goals, helping them prioritize and estimate the work to ensure each enhancement delivered maximum impact. From there, I led the charge on creative and UX enhancements, collaborating closely with the Peter Millar team thru workshops and discovery sessions with the team to bring their vision to life.

Understanding the customer and mapping key journey touchpoints were essential to informing design decisions for Peter Millar.

Our journeys are then mapped out with wireframes and interactive prototypes.

The PMG brand is extended to hi-fi, dev ready design comps in Figma.

Solution

Over the course of our partnership, we introduced features that not only modernized the site but also elevated the customer shopping experience.

Polo Finder: A guided selling tool to help shoppers find their perfect fit and style.

Custom Embroidery Tool: Allowing fans to personalize game day apparel with ease.

PLP & Checkout Enhancements: Simplifying the user journey to make shopping seamless and enjoyable.

Result

Through a mix of strategic planning and creative execution, Peter Millar’s site became a better reflection of their premium brand. These enhancements didn’t just make the site more user-friendly—they reinforced Peter Millar’s reputation as a leader in golf and lifestyle apparel.

Working with the Peter Millar Group was a rewarding experience, and it was exciting to help bring their roadmap to life while navigating the complexities of their platform.