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Sporting goods & outdoor lifestyle
3 weeks
+74% uplift in average cart value
Mustad is one of the biggest names in fishing gear — with a legacy stretching back over a century and a product catalog deep enough to make any angler drool. But their website? Let’s just say it wasn’t quite the catch they’d hoped for.
They came to us with a problem:
Mustad needed a consistent yet distinctive design setup across all their fishing brands — one that worked on desktop and mobile, looked premium, and didn’t make users rage-click their way out of the store.
That’s the polite version of what we heard on the kickoff call.
From bloated menus to broken filters, the team knew the user experience wasn’t helping sales.
Customers couldn’t find what they wanted.
Navigation was clunky.
And don’t even ask about the mobile multibrand menu — unless you enjoy endless dropdowns.
The product pages were all over the place. One product had a zoomable gallery. Another had none. Some showed lifestyle shots, others technical specs. The cart felt like an afterthought.
There were wishlist buttons, but they looked like they’d been fished out of 2008.
There were product reviews… somewhere.
And regional switching? Good luck.
But Mustad didn’t just want a prettier site. They needed structure. Logic. A system that could support future growth without another messy rebuild.
We rolled up our sleeves, grabbed the rods (metaphorically), and got to work.
Here’s what we did — and why it worked:
We created one shared design system
A consistent foundation across all three brands — Mustad, TUF-Line, and LIVETARGET. Same structure, different personalities. Think Netflix profiles for fishing brands.
Each brand got its own:
But the underlying UX logic? Identical. So when customers moved between brands, it felt natural — not like three different websites duct-taped together.
Desktop and mobile. From the homepage down to the FAQ and account screens.
That included:
We added real usability features:
No more fullscreen pop-up menus. No clunky regional switching. Just a fast, frictionless shopping experience for users on the go.
No fluff. No mystery layers. Pixel-perfect designs, annotated, ready to build. We worked within their tech setup — they didn’t need us for development, but we made sure the designs wouldn’t cause pain during implementation.
The new Mustad site (and its sibling brands) now do what they’re supposed to:
Sell gear, not confuse users.
The brand feels modern without losing its legacy.
Product pages make sense.
The design is no longer fighting the customer journey.
Their team approved the final delivery without major revisions — and they’ve since come back to us with more work.
Let’s be blunt: if your eCommerce design feels hacked together, your users know it — and your sales show it.
We’ll tell you what’s holding your store back — in plain language.
→ Book a quick 30-min call — we’ll walk you through it. No pressure.
We’d love to hear about your goals and objectives! Let’s schedule a friendly consultation to discuss how we can craft the perfect solution just for you. Rest assured, all your information will be kept confidential.
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