Crankbrothers is a globally recognized, leading brand of mountain biking components and gear who looked to Lucid Fusion to reinvent their existing eCommerce experience to reflect a fully branded, mobile-first approach. The existing UX lacked responsiveness and was poorly equipped at telling the story of the Crankbrothers brand, products, athletic ambassadors, community events and retailers. It felt dated and clearly out of step with the innovative product offerings and cutting-edge brand that the Crankbrothers audience was familiar with. To begin the project, Lucid Fusion worked closely with the branding team at Crankbrothers to nail down site styling, branded UI elements and photographic usage on the new design of the website from day one which greatly helped to set the stage for the look and feel of the new experience. Despite thousands of products and countless shopping categories, we were able to create clear, consistent tiers of navigation and a site structure that effortlessly allowed users to dive several layers deep with a single tap/click. Every page was designed with the mobile experience first in mind so that UI elements, content, graphics and functionality render flawlessly on any device.